Take Two for January 29, 2013

2013 Super Bowl is game on for second screen

New York Giants v New York Jets

Drew Hallowell/Getty Images

A fan uses a smartphone to photograph Tim Tebow #15 of the New York Jets as he walks across the field before the game against the New York Giants at MetLife Stadium on August 18, 2012 in East Rutherford, New Jersey.

Many folks who will tune in to the Super Bowl this weekend will watch not only on a big screen TV, but also on a so-called second screen. Second screen, of course, refers to the laptops, tablets and mobile phones viewers often use to supplement their TV-watching experience with things like live streams, exclusive, Web-only features and social media.

"I think there's a realization that people want to do more than just watch TV," said Advertise Age writer David Steinberg. "They want to compare stats, they want to talk to people, they want to tweet about the plays they just saw or their reactions to it. This whole idea of social TV or second screen TV has been i'd say emerging in the last year and a half, two year or so as more tablets have hit the marketplace."

CBS, the network broadcasting the game, has developed a number of special features for second screens. In particular, CBS will be offering four unique, mobile-exclusive camera angles of the game that you won't see on TV.

"You might interesting perspectives from high up in the stadium or from low down…angles designed just for the feed," said Steinberg. "You'll also have access to the Super Bowl ads once they air on TV… I think you'll also be able to watch the halftime show which last year you were not able to do."

According to a report in Adweek, CBS estimates that ad revenue from second screen features will bring in between $10-12 million, compared to $2 million NBC snagged during last year's Bowl.  They're intended to offer added value to the viewer, but they're also opening up a new world for advertisers.

"It's a paltry amount when you think of the grand scheme of Super Bowl advertising," said Steinberg. "It's much cheaper than the TV show and while its an experiment for a lot of the TV networks and for the advertisers and for the audience, it's not the be all end all quite yet."


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