Estimating the Effect of Second Screening on TV Viewing using Mobile Diaries

The Luxembourg Statistical Society would like to invite you to the talk by Prof. Sarah Gelper on “Estimating the Effect of Second Screening on TV Viewing using Mobile Diaries”. The talk will take place on Thursday 23rd February at 12:30 PM in hybrid mode. If you attend it in person, it will be in the room on the first floor of the Maison du Nombre, MNO-E01-0146030, on the University Campus Belval.

Sarah Gelper is Associate Professor in Business Analytics with a Specialization in Marketing Analytics at Université du Luxembourg.


People often use second devices, such as their mobile or tablet, while watching TV. Such « second screening » might enhance engagement and increase viewership but also risks distracting viewers and reducing interest in the show. Estimating the effect of second screening on repeat viewing is challenging for three reasons. (1) We need to observe behavior on two different devices (the data challenge); (2) the effect of second screening might vary with viewer and show characteristics (the heterogeneity challenge); and (3) second screening is highly endogenous behavior (the endogeneity challenge). This paper leverages large-scale individual-level data from mobile diaries of 1,702 US TV viewers on 2,755 primetime TV shows over 3-6 weeks in which viewers report both viewing and second screening. The data are augmented to account for a broad set of marketing influences such as show communications and promos. We characterize heterogeneity by four latent viewer classes (heavy viewers, sports enthusiasts, sitcom viewers, and light viewers) and use a causal forest analysis to estimate the heterogeneous effects of second screening on repeat viewing. Despite the possible risk of distraction, second screening does not harm actual TV viewing, and this effect is robust over various types of second screening activities and across viewer segments. Second screening impacts attitudes more than behaviors – unlike actual viewing, stated viewing intentions are affected right after the second screening experience. Specifically, viewing intentions increase when people use a second screen to communicate about the show, but decrease when they use the second screen for show-unrelated activities.

Practical information

Date: 23 February 2023
Time: 13:00-14:00
Place: room MNO-E01-0146030 (Belval campus)
Fee: free
Registration: please register by sending an email to Christophe Ley (Société Statistique Luxembourgeoise)

22 octobre : Journée mondiale de la statistique

À l’occasion de la Journée mondiale de la statistique, nous vous invitons à découvrir comment l’intelligence artificielle pénètre dans des domaines aussi variés que les diagnostics médicaux, la physique des particules ou encore l’astronomie.

La leçon inaugurale sera donnée par le président de la Société Statistique Luxembourgeoise et professeur en statistique appliquée à l’,
Dr Christophe Ley.

Horaire : Samedi 12 octobre 2022 de 14h00 à 18h00 au Luxembourg Science Center

Adresse: Luxembourg Science Center – 1 rue John E. Dolibois, L-4620 Differdange

Attention: places limitées!

Inscriptions : Pour participer, veuillez envoyer un email à

In search of a universal estimator

Luxembourg Statistical Society has the pleasure to invite you to our second event of our society this year – an hybrid talk by Prof. Yannick Baraud (Department of Mathematics, Université du Luxembourg, Luxembourg).


In this talk, Prof. Yannick Baraud will present some of the research topics of the SanDAL* group. One of them is the search of a universal estimation procedure, i.e. a procedure which is applicable to all statistical models and automatically leads to an estimator of the distribution of the data that is both optimal and stable to the presence of outliers among the sample. We shall see how mathematics allow us to analyze the non-asymptotic properties of this new type of estimator, i.e. when the number of data is fixed and not necessarily large. Finally, we will illustrate its performance on some simulations by comparing it to some classical estimators.

*SanDAL is a Chair in Mathematical Statistics and Data Science at the University of Luxembourg which is funded by the European Union’s Horizon 2020 programme.

Practical information

Date: 28 March 2022
Time: 18:00 – 19:00
Place: online and in person
Fee: free
Registration: mandatory at Luxstat