Recent advancements in digital technology have made it possible for viewers to consume their entertainment of choice on a scale like never before. But as the number of screens per person increases, the way people interact with their devices has also changed. As a result, Nielsen Consumer Neuro is working with the Council for Research Excellence to improve the methods in which media consumption gets measured.
The challenge, however, lies in the technological distractions we’ve become accustomed to. According to Carl Marci, chief neuroscientist at Nielsen, “it’s not a black-and-white situation, and in some cases things that might seem like a distraction—including co-viewing and even second screens—can enhance engagement with the way people watch TV.” One study in particular, conducted by the CRE, implemented “a variety of biometric measurement techniques to understand people’s conscious and unconscious interaction with media.”
Although media technology continues to advance exponentially, Nielsen is dedicated to improving their system of measurement and providing accurate results for the advertising industry.
To learn more, read the MediaPost article here.