A survey from CEA and the National Association...

A survey from CEA and the National Association of Television Program Executives found that there are opportunities to improve synchronized program content awareness and offerings for second-screen viewing, CEA and NATPE said. Of more than 2,500 respondents, 79 percent access a second device while watching TV programming, the associations said in a press release (http://bit.ly/1hQKX6F). More than 40 percent of such users tried synchronizing their content experience to live TV, it said. Nearly all second-screen viewers surveyed access asynchronous program content, either before or after watching a show, or between episodes, “which offers a strong opportunity for program brands to increase loyalty and keep viewers engaged and watching even when shows are not on the air,” it said. “Currently, synchronized content is most often used for voting during reality shows, and participating in contests to win prizes.” The quantitative portion of the study was administered by E-Poll Market Research in October, it said.