Viewers are 9% more engaged with television programs when they are simultaneously interacting with social media, according to a study by WPP's MEC, Neuro-Insight and Australian network Seven. The study is said to be the first using neuroscience measurement to explore the topic of social media and TV engagement, writes Steve McClellan. James Hier, chief strategy officer at MEC, concludes that "advertising messages should capitalize on viewers' heightened receptivity to details and that we should optimize the type and timing of advertising messages with a TV program."
Neuroscience study shows that social TV boosts engagement
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