It’s pretty well established that the “second screen” experience impacts the way that viewers watch TV. But for the first time, a scientific study suggests that it might also impact the way that TV viewership is measured. In a new study conducted by Nielsen Consumer Neuroscience, 25% of Nielsen panelists failed to respond to their “people-meter” prompts because they were distracted by a second screen. Nielsen is quick to point out that the findings are not conclusive, and that the sample size was very small. Nonetheless, it’s the first true scientific study indicating that digital distractions may skew TV viewership metrics.
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