Second screen use helps brand resonance, claims Viggle study

Dual exposure to an ad both on TV and a mobile device resulted in a 39% increase in brand recall, according to a study by second-screen TV service Viggle.

The firm, which commissioned the research from Nielsen, said that this type of ‘dual exposure’ also created “a significant uptick in likeability and interest in the creative, with users expressing interest to purchase.”

Viggle said that its ‘Brand Effect Study’ showed that 40% of TV and Viggle users were able to recall the ad, brand and message of a TV ad – compared to 25% of TV-only viewers.

Once respondents recalled the ad, 87% of TV and Viggle-exposed users were able to recall the correct brand compared to 79% of just TV viewers, the research found.

“This study demonstrates that when a brand establishes a second screen media presence via the Viggle platform in conjunction with its TV spend, it drives higher awareness, stronger message recall and greater purchase intent among its key consumers,” said Viggle’s chief revenue officer, Kevin Arrix.

“While we address this as ‘second screen’, it’s worth noting that mobile device usage, while the television is on, is de facto in today’s household. In order to ensure getting the in-home consumer’s attention, brands have to distribute their messaging on both the TV and the mobile device.”