The Effects of Second Screen Use on the Enjoyment of the Super Bowl

Abstract

Given the prevalence of second screen use, both scholars and industry professionals have become increasingly interested in its impact in different media contexts. While many of the previous studies have addressed cognitive outcomes, few have addressed effects beyond those. The current study addresses this void by exploring how second screen use affects the enjoyment of watching the Super Bowl. Some key factors explored in this study include how frequently viewers used a second screen during the game, whether the second screen activity was related or unrelated to the game, and the consistency between a viewer's second screen uses and their motivations for watching the game. The study's findings suggest that while general frequency of second screen use is negatively related to enjoyment, related second screen use positively predicts enjoyment. Furthermore, the greater the consistency between viewers' second screen uses and motivations for viewing the game, the greater their enjoyment is.