Abstract:

The paper illustrates the use of a new research approach to measure the effects of the 2010 FIFA World Cup via three multi-media screens; TV, internet and mobile devices. It will illustrate the benefits gained through the convergence of multiple modes of data collection and analysis, discuss key findings and draw out the challenges with respect to media measurement in an era of mobility. The paper is divided into three sections; The first section discusses the three-screen research technique utilised to measure and understand audience engagement and explains the rationale for this new approach. The second section presents the key findings and discusses their implication for marketers and researchers. The third section illustrates the workflow for the three-screen measurement plan.