Trading T&Cs

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.

The Research

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.

The Results

* 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

Stats

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

We'd love to chat

Find out today how the UK’s largest commercial broadcaster will make your business famous

We use cookies to offer an improved online experience and offer you content and services adapted to your interests. By using our website or clicking “Accept”, you are agreeing to our Cookie Policy. If you do not wish to allow cookies please disable them in your browser settings. Cookie consent.