"[...] But there is one big problem that no one is discussing. What the second screen really represents for consumers is a way to spend time doing something other than watching TV commercials. The more screens we have on hand, the more likely it is that we will find a way to tune out during the breaks in our favorite shows. It’s a simple but scary dynamic – commercials start and we grab our devices. [...]
The bottom line is that the more we drive consumers to the second screen, the harder it will be to monetize their time and attention".