Time Warner’s Global Media Group said Monday it’s selected Ball State University to conduct cutting edge research in its new Medialab at its Gotham headquarters, the center’s first academic study on how viewers interact with TV shows and commercials through social media and the impact a second screen has on linear viewing.
The second-screen study in particular will tap into “one of the biggest trends in content consumption,” said Kristin O’Hara, chief marketing officer of Time Warner Global Media Group. She said the Medialab has completed more than 70 studies in the past year since it opened.
Researchers will use Time Warner’s eye-tracking devices, focus groups and online surveys to examine engagement. Participants will watch TV while using smartphones and tablets.