We had a hunch that ITV programme apps, like the Love Island or I'm a Celebrity apps, keep our viewers engaged and thirsty for more – but we wanted more than our word.
So we worked with market research company Neuro-Insight to track viewers’ subconscious responses when using the Britain’s Got Talent app while watching the show live in their own homes. The result was an award-winning study that also delved into the benefits for advertisers.
Using an app enhances the TV viewing experience; it ramps up enjoyment
App users are more involved in the show; interactive elements like quizzes and voting boost engagement
App users are more receptive to on screen TV ads and TV sponsor idents (short segments to tell the viewer which channel they’re watching)
Dwell time and brain response are linked; those who spent longer using the app responded more positively to ads and sponsorship
43% Increase in brain response to in app ads vs TV ads
16% Improvement in TV experience when viewed alongside an app
23% Increase in brain response to TV sponsor idents for app vs non-app users
15% Increase in brain response to TV ad breaks for app vs non-app users