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Dual screening increases TV engagement
The symbiotic relationship between television and digital media has been further emphasised by research showing higher engagement levels among viewers using mobile devices to comment on events on the main screen, while second screen advertising is emerging as a platform in its own right.
Heather Andrews, a founder of market research firm Neuro-Insight, explained to the Warc Next Generation Research conference how it had used steady state topography to measure brain activity in Australian viewers watching four live episodes of The X-Factor, the talent show.
In addition, head cameras were deployed to pinpoint the times when people picked up their phone or tablet to access social media and this was then synched with the brain data. (Warc subscribers can read a full report on the event at Warc Next Generation Research 2014.)