Even while new devices like the iPad continue to drive simultaneous usage (people watching TV while they are online) there appears to be very little difference between people’s online usage habits when they’re watching TV and when they are not.
According to a new J.D. Power Study, people who use their computers while they watch TV tend to be doing the same things online as people who are not watching TV at the same time: email, chatting, shopping, etc.
Simultaneous use is a growing phenomenon: Nearly 40% of people use TV and the web simultaneously each week.
This means that your TV commercials have to work harder than ever before. For the first time, sound may take precedence over sight when engaging the consumer and ultimately determining a campaign’s success or failure.
Web-tasking consumers are simply ignoring commercials that don’t possess an audio hook. Do your company’s TV commercials have what it takes to get this ever growing segment to look up from their iPads and laptops? Or do your commercials sound like every other commercial in the break? How is your ad agency addressing this issue?
The time where visuals alone could carry the day is gone forever. Without the right audio strategy, your message could be falling on deaf ears.