Audience Decisions in Front of Advertising: Interactive Television Experience in Europe

Abstract

Nowadays, when social media seems to be the unique contact point with the majority of
population, television broadcasters are looking for any opportunity of achieving high levels of
reach.
In that way, if the viewer changes the way of seeing television, that changes will give the
consumer more freedom and flexibility to interact with. The former passive spectator is
evolving to an active message emissor, and television should take advantage of that. The gap
with the traditional model empowers the viewer, who can choose the content at his/her own
will.