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Original Research — “Family Co-Viewing & Ad Impact in a Multiscreen World” – Turner, OmnicomMediaGroup, Nielsen Neuroscience

How has the introduction of multiple screens impacted co-viewing between parents and their children?

The three companies partnered to identify opportunities for engagement in co-viewing households, as well as best practices to engage with advertising when second screen devices are available.

Among the elements the research addressed were:

  • How is engagement affected by interaction with the second screen vs. first screen only?
  • How does the second screen impact commercial viewing?
  • Are there differences in engagement levels when using different multiple screens?
  • What conversations occur between a child and an adult concerning the programming and advertising content they are co-viewing?

For more information visit Audience Measurement.