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