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