Why multicultural TV audiences respond to different drivers

This event report outlines the viewing preferences of various multicultural audience demographics in the United States, based on research undertaken by Viacom.

Why multicultural TV audiences respond to different drivers

Geoffrey Precourt Warc

The tools of neuroscience have become invaluable resources to television researchers, according to Thomas Grayman, Viacom's VP/Strategic Insights Innovation.

And a neuroscience initiative in the summer of 2016, undertaken at Viacom's Spike network (soon to renamed the Paramount Network), demonstrated just how useful this technology can be in identifying pockets of interest among different multicultural au