The Internet Advertising Bureau in the United Kingdom released the results of study on television in the living room entitled “Real Living”.
http://www.iabuk.net/research/library/realliving
Key takeaways:
Myth one: The TV screen is the dominant screen in the living room. Connected devices are used as ‘second screens’
Myth two: The TV content / advertising schedule determines behaviour in the living room
Myth three: People are multi-tasking and multi-screening