news & events

Council for Research Excellence Reports out Results of Two New Studies at 'What is it to Watch TV?' Event Press Release

Consumer Neuroscience Research Examines Impact of Increased Distractions on Viewing, Fixation, Attention, Emotion

Ad Delivery Study Looks at Various Factors' Impact on Ad Engagement

NEW YORK - September 08, 2016 - The Council for Research Excellence (CRE) today unveiled findings from a pair of research studies designed to build on the organization's previous work to help answer the question, "What is it to Watch TV?" in today's multi-screen world.

The two newest studies, one a neuroscience-based examination of whether the traditional definition of engagement needs to be expanded from "watching" and "listening," and the other focusing on non-linear platforms (VOD, computer, tablet and smartphone) to examine how different factors impact ad engagement, were reported out at an event in New York attended by senior media research professionals from networks, local stations,

What Does That Second Screen Mean for Viewers and Advertisers? News

The more screens you have, the more likely you are to engage in media multitasking. To find out what all that means for programmers and advertisers, the Time Warner Medialab conducted a series of studies of multitasking behaviors. On the one hand, advertisers will have to work harder to get and keep people’s attention as they flit from screen to screen, the studies suggested.

Continue the story on


Six Questions about the importance of the TW Medialab News

Kristen O’Hara Breaks Down Time Warner’s Digital Strategy Explains the importance of company’s Medialab.

Six Question about the importance of the TW Medialab

Time Warner Selects Ball State Proposal in Media Lab Competition News

Time Warner Inc. said it has selected a team from Ball State University as the winner in its call for proposals to conduct cutting edge research at its state-of-the-art Medialab in New York.

Continue the story on 


When losers are winners News

Those climbing to the Top of the Rock observation deck at Rockefeller Center to raise money for multiple sclerosis on March 3 may get fundraising help from a New York City startup.

Continue the story on