How the brain copes with multitasking when old and new media meet

This presentation discusses the relationship between social media and TV viewing, and its implications for marketing and media strategy.
Research has found that half of 18-24 year olds discuss what they are viewing on TV on social media and that people are more likely to stay in the room when they have access to a second screen. Using a technology called Steady State Topography, which measures electrical activity in the brain, researchers were able to understand the strength and direction of participants emotional responses in real-time. It was found that after participants used a second screen, engagement with the TV increased by 9%, with 26% higher engagement across the program....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands