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family co-viewing

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

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.