Offline TV ads prompt online purchases by multitaskers

Many television advertisers voice fears that distracted viewers—those increasingly frenetic multitaskers using smartphones, laptops and tablets while viewing TV - are becoming less receptive to advertisers' messages. A new study published in the online Articles in Advance section of Marketing Science, a journal of the Institute for Operations Research and the Management Sciences (INFORMS), refutes this conventional wisdom and concludes that the "second screen" puts a virtual store in every consumer's pocket. Multitasking viewers now visit, browse, and even buy advertised products within moments of seeing a commercial.

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