ARF Member Login

5 CUPS

Editor’s Note – first presented at AM in June. Family Co-Viewing & Ad Impact in a Multiscreen World

 

The deck’s sub-heading is, “Using Neuroscience to Evaluate Advertising Engagement While Co-Viewing.”

The research was comprised of five methodologies: Core Biometrics, Eye Tracking, Facial Coding, Behavioral Coding and Self-Reported information.

Four key findings:

  • Children focus on TV screen despite second screen 75% of the time
  • The 2nd screen generates higher engagement with ads, but lower attention
  • Shorter ad pods will retain children’s attention, but there’s a substantial drop in attention to ads while watching longer ad pods
  • Key conversations on advertising and content – children have strong purchase influence when exposed to products in ads.

There are four business applications as well in the complete deck.

Access full presentation