IAB: Real_Living

This article explores a UK study by the IAB, representing the advertising interests of digital media companies, into the areas of peak media engagement in a typical evening, demonstrating that at least half of those are not TV-related.

IAB: Real_Living

Sparkler and IAB

The real state of the living room

With the advent of internet connectivity and the proliferation of screens, there are now more and more activities within reach in the modern living room. To understand how this is affecting consumers' behaviour in-situ, our inventive methodology incorporated biometric data, ethnographic techniques and passive monitoring.

The Real_Living study paints a compelling picture of how this revolution is changing the way consumers interact with their TV sets which has seismic implications for advertisers. The key findings showed that:

  1. Over 50% of peak engagement moments across a typical evening are...

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