The symbiotic relationship between television and digital media has been further emphasized by research showing higher engagement levels among viewers using mobile devices to comment on events on the main screen, while second screen advertising is emerging as a platform in its own right.
Neuro-Insight explained to the Warc Next Generation Research conference how it had used steady state topography to measure brain activity in Australian viewers watching four live episodes of The X-Factor, the talent show.
In addition, head cameras were deployed to pinpoint the times when people picked up their phone or tablet to access social media and this was then synced with the brain data.
The results indicated an initial peak in brain activity when social media was involved. But in the immediately following period, as the brain recalibrated to catch up with what was happening on television, the level of interaction increased: Neuro-Insight reported a 9% spike which continued through to an ad break.
Not only that but, the effect appeared to be cumulative, as by the end of the program there was a net 26% increase in engagement.