The effects of first and second screen marketing on TV viewing activity

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.