Case Study: Turner Broadcasting improves Millennial TV engagement with Nielsen Holdings

Understanding Millennials and Defining Principles of Media Engagement

Turner Broadcasting wanted to better understand how Millennials watch television so it could keep them engaged with programming. The audience was heavily mobile, with more than 90% of young adults age 18 to 34 using cell phones and 80% of those using smartphones, and Turner needed insight into social TV viewing behavior.

Nielsen Consumer Neuroscience, a Nielsen Holdings service, studied 126 Millennial viewers using biometrics, eye tracking, and self-report surveys while they watched comedy and entertainment news programs in different social scenarios. Nielsen found that social viewing is more engaging than solo viewing for this group, that second-screen use can help fill gaps that might otherwise lead to channel changing, and that audio can help direct attention back to TV ads.

Turner Broadcasting