Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.

1. Screen Life:
TV advertising
everywhere
Thinkbox

2. Television is central to our relationship with the living room
“The living room is a special place in our house and television is central to that”
Strongly agree Slightly agree Neither agree nor disagree Slightly disagree Strongly disagree
24% 39% 23% 10% 4%
Agree, 63%
Source: Craft, SL3, Nat Rep Study, August 2014

3. Mobile screens allow TV viewing across the whole house
Usage of device to watch TV in home – by location
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
PC/Laptop
Tablet
Smartphone
Living room Bedroom Study/office Kitchen Garden Bathroom
Source: Craft, SL3, Nat Rep Study, September 2014

4. The living room/bedroom are prime for TV viewing on mobile devices
Where people watch television via tablets,
laptops and/or smartphones
Bathroom 9% Bedroom 46%
Kitchen 19% Living room 56% Study 24%
Garden
12%
Source: Craft, SL3, Nat Rep Study, September 2014

5. People watch whilst they’re engaged in a range of activities
How people watch TV/accompanying activities
83%
74%
63%
53%
39%
Eating dinner Eating lunch Eating breakfast Housework Working
Source: Craft, SL3, Nat Rep Study, September 2014

6. Out of home viewing is facilitated by mobile devices
Where people use their device to watch television %
33%
Source: Craft, SL3, Nat Rep Study, August 2014
53%
50%
40%
18%
7%
Only at home Both Only outside of home
Tablet
Smartphone

7. TV is viewed in many places outside of the home
Usage of device to watch TV OOH – location
5%
PC/Laptop Tablet Smartphone
4% 4%
3% 3%
2%
1%
8%
5%
6%
5% 5%
7%
6%
11%
9%
7% 7%
10%
13%
9%
14%
12%
10%
8%
6%
4%
2%
0%
Someone else's
house
At work Elsewhere out of
home
Travelling on
business
Public building Public transport In a car
Net: 17% Net: 13% Net: 12% Net: 10% Net: 13% Net: 16% Net: 12%
Source: Craft, SL3, Nat Rep Study, August 2014

8. Over half of peak TV viewers recall at least one recent ad
“How many advertisements do you recall seeing on the TV in the last 15 minutes?”
43% 48% 9%
Source: Craft, SL3, Nat Rep Study, August 2014
0 1-4 5+

9. The longer people watch TV, the better their ad recall
58%
42% 39% 40% 34%
39%
50%
50% 51%
49%
4% 8% 12% 9%
17%
< 15 mins 15-30 mins 30-60 mins 1-2 hrs > 2 hrs
Avg. ads
recalled
5 or more
1-4
None
Time spent watching television
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
Living room viewers only

10. Younger viewers talk about ads more than others
% who talked about a television advert during an ad break in the last 15 minutes / demographics
12%
16%
8%
14%
10% 10%
15%
10%
14%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014

11. Talkability isn’t dramatically different by type of TV viewing
% who talked about a television advert during an ad break in the last 15 minutes / TV mode
12%
13%
10%
8%
AVERAGE Live VOD Recorded
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014

12. Social TV campaigns are welcomed at different times of day
% who stated this would be a good time for social media campaign elements
54%
59%
16%
27%
55%
35%
70%
60%
50%
40%
30%
20%
10%
0%
Weekday Weekend Morning Afternoon Early evening Late evening
/ night
Source: Craft, SL3, Ad Camp data, August 2014

13. Multi-screening during TV ad breaks is a mainstream activity
74%
claimed they picked up
another device during a
television ad break in the
preceding 15 minutes

14. Multi-screening happens on different screens and types of TV
% who picked up another device during an ad break in the last 15 minutes/Viewing mode
74% 75%
66%
74%
79%
72%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
AVERAGE TV set Other
screens
Live VOD Recorded
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014

15. Multi-screening differs by genre
% who picked up another device during an ad break in the last 15 minutes / programme genre
74%
82% 81%
77% 76%
72% 71% 70% 67%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014

16. Multiscreening doesn’t reduce ad recall
Average number of adverts recalled from last 15 minutes
1.9
1.6
1.6
2
2
I started using another device
I talked to someone else about something unrelated
to the adverts on screen
I fast-forwarded the ads until the programme
I left the room
Average
restarted
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014

17. Audio in ads generate more visual upshifts to the TV screen
% of visual upshifts to the TV screen
19%
25%
24%
32%
Music
Other sound
Visual
Other (non TV)
Source: Craft, SL3, LoungeCam Study, May & June 2014

18. Discover more
You can find our research write-up here
www.thinkbox.tv