Murdoch University Research Repository

Welcome to the Murdoch University Research Repository

The Murdoch University Research Repository is an open access digital collection of research
created by Murdoch University staff, researchers and postgraduate students.

Learn more

The effects of social TV on television advertising effectiveness

Bellman, S., Robinson, J.A., Wooley, B. and Varan, D. (2014) The effects of social TV on television advertising effectiveness. Journal of Marketing Communications, 23 (1). pp. 73-91.

Link to Published Version:
*Subscription may be required


Social TV is the use of communication devices to connect with family and friends watching other TV screens. Plausible arguments suggest both positive and negative effects of social TV viewing on ad-effectiveness. This study contributes by providing evidence for the direction of social TV's effects. The results of a controlled laboratory experiment suggest that the benefits of social TV, principally its association with live TV and therefore less ad-avoidance, come at the cost of negative distraction effects. Like normal coviewing, social TV viewing distracts from ad-processing, reducing unaided recall and brand attitude favorability, compared to individual (solus) viewing. However, social TV messaging about ads improved brand attitude. Perceived creativity increased the likelihood of ad-related messaging. Social TV also has an additional source of distraction, multitasking, but in this study, multitasking did not further reduce ad-effectiveness compared to coviewing. The paper concludes with implications for advertisers and future research.

Item Type: Journal Article
Murdoch Affiliation(s): Audience Research Labs
Publisher: Routledge, part of the Taylor & Francis Group
Item Control Page Item Control Page