Time Spent On Multitainment Activity, April 2013 [TABLE]

There has been a good deal of research lately devoted to TV consumption trends as they relate to increasing adoption of smart devices, and as TV increasingly becomes part of a multi-screen experience. Some signs point to TV multitasking as enhancing the viewing experience: for example, a recent study found that interacting with social media while watching TV drives increased program engagement. But a key question remains: are these viewers watching TV ads or picking up their devices? A new study [PDF] by Symphony Advanced Media sheds some light on this issue.

The study – sponsored by the Coalition for Innovative Media Measurement (CIMM) – measured cross-media advertising effectiveness using passive measurement of ad exposure. This type of measurement captures data from panelists every second of every day without the need for panelist interaction, using a single source to time stamp TV, online and application usage. Read the rest at MarketingCharts.