Current research into TV viewing shows that over half of TV viewers multi-task with a second screen but the impact on engagement was unknown. The curious people of The 7 Network and MEC Australia came together, making use of world-first methodology, debunked the prior belief to show the positive impact of Social TV and how it raises engagements.
The results disprove the theory that second-screen usage during TV viewing negatively impacts audience engagement, and substantiate the value of TV sponsorships and social media extensions.
Chief Strategy Officer for MEC, James Hier said, “Engagement is impossible for people to articulate through crude measures of recall, attitudinal research or even eye-tracking. The only way to measure engagement is neurologically.”
“Never before has a study been done that measures neurological responses to live TV viewing, at such a granular level, with such a robust number of interactions”. Peter Pynta Director of Marketing Neuro Insight added.
The study revealed:
The study revealed:
- Interacting with social media while watching TV drives a 9% increase in program engagement
- Average social media interaction during a TV program: 4 times
- These interactions serve as “reset moments” after which viewers return to an engagement level higher than before
- Throughout the program, cumulative increase in engagement is 26%
- Second-screen interaction positively impacts Detailed Memory Encoding – the ability to remember specific elements of the broadcast.
“Seven Network can use these insights to improve our clients’ communications effectiveness. Sponsors that are fully integrated in a TV show can capitalise on the higher intensity of engagement and enjoy better results,” said Kurt Burnette Chief Sales & Digital Officer.
“This study teaches us that advertising messages should capitalise on viewers’ heightened receptivity to details, and that we should optimise the type and timing of advertising messages within a TV program,” James Hier added.
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