Viswanathan, V., & Voorveld, H. A. M. (2014). Media Multitasking with television news: The interaction of content and audience factors. In Banks, I. B., DePelsmacker, P., & Okazaki, S. (Eds). Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising (pp.129-141). Wiesbaden: Springer Gabler.

Abstract: Using a combination of observational data and survey research, this paper aims to explain individual differences in engaging in multiple media while watching television news. Results showed that media characteristics and motivations for watching television together explain the amount of media multitasking with television news (Viswanathan & Voorveld, 2014).The paper not only contributes to ongoing work on media multitasking but also provides news channels and advertisers a better understanding of the media consumption patterns of different segments of television news viewers.

Keywords: Media multitasking