Twitter, and more recently Facebook, are the platforms most commonly associated with TV viewing.
However new data suggests Pinterest might be closing the gap between mobile and the small screen.
In a recent recent blog post. Pinterest revealed that 45% of users are likely to pin while watching TV. And it's not idle browsing.
Over 64% say they pay more attention to Pinterest than what's on the tube. While 44% will browse on Pinterest throughout an entire show, regardless of ad breaks.
Pinterest says this makes the platform more popular than Facebook or Twitter when it comes to TV multitasking.
So what does this mean for marketers? Moving forward, thinking about Pinterest campaigns that compliment TV ad creative.
Pinterest used the recent example of how TV Land mixed Pinterest with a TV campaign successfully as a case study. Stay tuned.
To find out more visit business.pinterest.com.