MEC Sydney’s study into the social media habits of TV viewers has been recognised as the best Practitioner Paper published in the Journal of Advertising Research in 2014 by New York-based Advertising Research Foundation.
The paper, titled “The Power of Social Television”, revealed the findings of MEC’s pioneering neuro science study of TV viewers interacting with social media. The study found that interacting with social media while watching TV drives a 9% increase in program engagement, while on average viewers interact with social media four times during a TV program.
The awards will be announced at the Advertising Research Foundation’s Re:Think conference in New York on 16 to 18 March, where MEC has the opportunity to present the paper at a conference session.
MEC chief strategy officer James Hier said: “The neuro science study provided some indisputable evidence of the impact of social media on TV viewing – after all, who can argue with the human brain? For our clients, and all advertisers, the results empower us to optimise the type and timing of advertising messages within a TV program to suit viewers’ heightened receptivity to details.
“We are excited by the recognition from the Advertising Research Foundation and take it as encouragement to continue to lead the way in the area of research in media consumption habits.”