In the ultimate pursuit to discover the impact of social media interaction on viewers’ engagement, MEC and Seven recently united to undertake a neuroscience study with Neuro-Insight, with the study revealing that when TV viewers interacted with social media while watching a program, there was a 9% increase in program engagement.
Participants were monitored though hidden cameras as they examined a live broadcast of the Seven Network’s reality show X-Factor late 2012, with the results flying in the face of the theory that second-screen usage during TV viewing negatively impacts audience engagement.