Tablet research

This article presents US research into the interaction between TV, tablets and brands. Viewers' attention is divided by multi-screening, demanding a new approach to television advertising.

Tablet research

Charles Young and Sonya DuranAmeritest

Tablets are being used to capture television viewers' responses to ads in real time, offering an alternative to conventional advertising pre-testing in a truer-to-life context.

What if instead of looking through a focus group one-way mirror, an advertising manager could look through the flat-screen TV in the consumer's home and watch her in a real-world setting? He would likely see her watching the big screen while intermittently looking down at her tablet or smartphone, before looking up again. She could be engaged in countless activities while simultaneously viewing TV. Possibly catching up...

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