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The second screen experience has reconfigured the way audiences watches TV (considering both social TV and the search for additional contents related to the aired one). The use of gadgets while the viewers watch TV can promote a distraction of the audience, but also potentially expands the reach of TV sponsors – to this expansion effectively occurs, it is necessary the ads synchronization between the multiple screens accessed. Such synchronization can be interesting to the advertising-supported business model in commercial TV, and is applicable especially when the broadcaster supplies the apps in order to the audience materialize their adapted televisual experience. This paper presents a case of ads’ synchronization between screens observed with the usage by the audience of an app (supplied by Brazilian Globo Network TV) during the airing of the third season of the SuperStar reality show.

intercom

A experiência de segunda tela e o modelo de negócios suportado por publicidade: a sincronização de anúncios entre telas (o caso brasileiro de SuperStar)