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