To launch our new fall television programs, every September we conduct a massive media campaign covering every corner of the consumer entertainment universe. Our goal is to make it impossible for people not to notice our shows come premiere week. And when consumer behavior changes, we adapt our methods of reaching them. So while we still pack the biggest punch delivering our messages on television, we also reach people around the edges on every other kind of media they may encounter during the day. Increasingly, that means reaching people via second screens.
Just last month Nielsen reported that 26 percent of U.S. tablet owners simultaneously use their tablets while watching TV several times a day. And a recent Deloitte study showed that half of those who use second-screen devices while watching television use them to talk about what they are watching.
In the weeks and months to come you’ll see a lot of new promotions designed to help viewers engage with our first-screen programming while using second-screen devices — both tablets and mobile phones.
For example, our Fall Preview Show to be broadcast in prime time at 8:30/7:30 CT on Monday, September 10, will offer a synched second-screen experience called “Fall Preview Plus.” We’ve been doing the Fall Preview show for eight years now, and this is the first time we’re offering a complementary second-screen viewing experience for those who just can’t get enough!
The important thing to remember is that the first screen always comes first. We offer the extra bells and whistles to those who seek them on second screens, but the vast majority of our viewers just want to kick it old school with some great TV, and we’re more than happy to oblige them.
Be sure to check out our Fall Preview Show and Fall Preview Plus (if that’s your sort of thing) and as always, stay tuned!