ABSTRACT

One of the core challenges in the media industry is attracting audiences. To this end, publishers, such as TV broadcasters, spend significant resources on advertising their contents on TV and in digital channels. Among others, they are trying to leverage the growing use of additional screen-based devices (second screens) in conjunction with the television, the first screen. This paper empirically studies the effectiveness of first screen and second screen as marketing channels on TV viewing activity. We use unique large-scale observational datasets on TV viewing behavior and on exposure to marketing channels from a major European media company. The results show that both first screen marketing and second-screen marketing can increase show viewing likelihood. We discuss the mechanisms of these effects and provide managerial implications for marketing planning in the media industry.

摘要

媒体行业的核心挑战之一是吸引观众。为此，电视广播公司等出版商花费大量资源在电视和数字频道上宣传其内容。其中，他们正试图利用越来越多的基于屏幕的设备（第二屏幕）与电视（第一屏幕）结合使用。本文实证研究了第一屏和第二屏作为电视观看活动营销渠道的有效性。我们使用独特的大规模观察数据集来观察电视观看行为和来自一家欧洲主要媒体公司的营销渠道。结果表明，首屏营销和二屏营销都可以增加节目观看的可能性。