It’s easy to assume that with everyone glued to their phones, TV’s influence is fading. But the truth? TV is not only alive and well—it’s driving the behavior we see on those second screens. For advertisers, this isn’t just a shift; it’s an unmissable opportunity.
Here’s why the interplay between TV and second screens makes TV advertising a must-have for brands looking to thrive.
Is TV Fading? Think Again.
Yes, people are scrolling while watching TV. But instead of competing with TV, second-screen behavior enhances it. Studies show that 83% of Americans use a secondary device—like a smartphone or tablet—while watching TV. And here’s the kicker: they’re not disengaging. They’re leaning in.
When an ad or program captures their attention, viewers turn to their second screens to research products, join the conversation on social media, or dive deeper into what they’re watching. Rather than replacing TV, those little screens are amplifying its impact.
TV Drives Consumer Action
If you think about it, what fuels the majority of second-screen searches, clicks, and purchases? TV. People are inspired by what they see on the big screen and take immediate action on their smaller ones. That’s why companies investing in TV campaigns are reaping the rewards. Here’s what the numbers say:
- Ad Engagement: 34% of second-screeners visit a brand’s website or app after seeing a TV ad, while another 30% dive into a search engine for more information.
- E-Commerce Boost: 19% head straight to an online store to explore the product or make a purchase.
From live sports to dramas and reality TV, the content keeps viewers locked in—and their phones are their tools to engage further.
Who’s Watching (and Scrolling)?
Brands can’t afford to ignore the audiences that second-screen behavior brings:
- Younger Viewers: Ages 18-34 are glued to both their TVs and their phones. Nearly 85% of this group multitasks, turning to social media, gaming, or food delivery apps during commercial breaks or even live TV events.
- High Earners: The more disposable income someone has, the more likely they are to scroll while watching. A whopping 90% of households earning $80K+ are second-screening. These are decision-makers and shoppers ready to take action.
The Advertiser’s Advantage: TV + Second Screens
What makes TV the linchpin of a successful campaign? Its ability to spark curiosity and action simultaneously. Here’s how savvy brands are using TV to turn second-screeners into buyers:
- Highly Targeted Ads: Connected TV (CTV) has revolutionized the game. Brands can now deliver hyper-relevant ads to specific audiences, increasing the chance that viewers will whip out their phones and explore further. Personalized ads aren’t a luxury—they’re the expectation.
- QR Codes for Instant Engagement: QR codes in TV ads create a seamless connection between the big screen and the small one. They eliminate friction, making it easier for viewers to land directly on a website or product page. With 99.2 million projected QR code users by 2024, it’s a strategy you can’t ignore.
- Cross-Device Campaigns: Even the best TV ad can slip through the cracks once the next show starts. Cross-device campaigns ensure that viewers are re-engaged with the same message on their phones, laptops, or tablets, keeping the momentum alive.
TV: The Spark That Lights the Fire
Think of TV as the match that lights the flame. The story starts on the screen, grabs attention, and invites action on another device. TV isn’t just part of the marketing mix; it’s the foundation. In a fragmented media landscape, it provides the credibility, scale, and impact that no other platform can match.
The brands dominating their industries aren’t choosing between TV and digital; they’re integrating them. By meeting viewers on every screen, they’re creating experiences that feel seamless, intentional, and impossible to ignore.
Ready to Make TV Work for You?
TV isn’t just about watching—it’s about inspiring action. In today’s multi-platform world, ignoring TV means missing out on the spark that drives consumer behavior. Let Diray Media help you harness the full potential of TV and second-screen synergy.
Click here for a complimentary total video media plan and start turning viewers into customers today.