How Co-Viewing Influences Attention to TV Ads and Programs Across Connected TV (CTV) and Linear TV: The Moderating Roles of Co-Viewing Time and Content Duration
利用大规模个体数据，研究了共同观看对联网电视和线性电视中广告与节目注意力的影响，发现共同观看降低广告注意力但提升节目注意力，且平台和时长起调节作用。
This study examines how co-viewing affects audience attention to TV ads and programs across connected TV (CTV) and linear TV, utilizing TVision’s large-scale individual-level data. We find that co-viewing decreases attention to ads but increases attention to programs, while linear TV has a mitigating effect on ads and a stronger effect on programs than CTV. Co-viewing time positively moderates these impacts, while ad duration worsens attention to ads, and program duration enhances attention to programs. These findings provide practical insights for advertisers and content creators, highlighting the need to adjust strategies in response to co-viewing’s varying effects across platforms and content durations.