Nielsen Studies to Shed Light on Second Screen and TV Promotions,
Tune in and Ad Effectiveness
(Symbol: VGGL), a free cutting-edge mobile app that operates an
intelligent "second screen" for television, today announced research
conducted with Nielsen that delves into the power of the second screen
for achieving TV tune-in and brand effectiveness.
The work Viggle commissioned from Nielsen will provide clients with an
entirely new view of the value of the second screen through two studies,
which will be issued later this year. They will focus on the following:
Television Tune-in and Engagement: The study will investigate
how the second screen drives users to watch promoted programs and
encourages deeper engagement with shows among consumers.
Cross-Media Advertising Effectiveness: The study will offer a
deeper look into the experiences of three participating brands.
Specifically, it will enable the brands to understand the second
screen's impact on ad effectiveness metrics - ad memorability, brand
and message recall, likeability, and purchase intent - and the extent
to which lift occurs by extending a television advertising buy to the
"Viggle's lead in the second screen TV space has given us an
unparalleled advantage when it comes to observing how the second screen
is changing consumer behavior," said Greg Consiglio, President and COO
of Viggle. "Not only are our users tuning in to shows we promote but
now, our platform is playing a growing role in their viewing experience,
including real-time engagement and driving sustained viewing throughout
"Second-screen viewing has grown from a fringe behavior to a commonplace
activity, with close to 40 percent of Americans using their tablets or
smartphones while watching TV at least once a day," said Scott McKinley,
EVP, Advertising Effectiveness, Nielsen. "This research will help
networks and brands understand how best to bridge the gap between their
broadcast ad buys and consumers' ubiquitous second screen devices."
This work is being conducted by Nielsen in conjunction with Nielsen's Innovation
Lab, which launched in summer 2012 to spur pioneering ideas and
better, faster advancements in the area of advertising effectiveness.
Launched in January 2012, Viggle is a free second-screen media platform
that rewards its members for watching their favorite TV shows. Viggle
enhances TV with interactive games like Viggle LIVE and the first ever
real-time fantasy sports game, MyGuy. Viggle members get rewarded for
their TV time from places like Best Buy, Papa John's, Fandango, Hulu
Plus and Groupon, among others. Viggle also allows like-minded fans of
their favorite shows to connect through Viggle Chatter features.
Viggle's audio verification technology recognizes shows on TV and allows
members to check into live and DVR'd TV content from more than 170 of
the most popular broadcast and cable channels. For more information,
follow us on Twitter @ViggleTV.
DKC Public Relations, Marketing & Government Affairs
Caldecutt / Ed Tagliaferri