Second Screen Use and Sports Fans: Distractions to Sponsor Brand Awareness

What is it about?

This study investigated how consumer sport identification (SportID) interacts with second screen use (simultaneous mobile device usage) during televised sport broadcasts to affect sponsorship outcomes like brand awareness. Results showed that, when distraction was absent, fans with high SportID had significantly higher brand awareness for sponsors,. However, the experiment revealed a crucial moderating effect where the distraction caused by second screen use negatively impacted sponsor brand awareness and the perceived value of the integration for highly identified fans,. This effect is explained by the idea that highly identified fans become intensely engaged in the second screen activity, reducing their cognitive processing ability to attend to the sponsor's primary message. This suggests that the cognitively effortful activity on the second screen interferes with elaborative rehearsal—the process required to store brand information into long-term memory,. The findings highlight the challenge brands face in achieving a positive Return on Investment (ROI) from brand integration in televised sports due to common fan viewing habits,.

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Photo by Tasha Kostyuk on Unsplash

Photo by Tasha Kostyuk on Unsplash