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?
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