Viewer Tuning News Today

UD Prof. Matthew McGranaghan examines new technology that give a different look at TV advertising

Jura Liaukonyte, associate professor at Dyson, and colleagues tracked ad viewership using tools that, instead of just monitoring the television, measured actual viewer presence in the room, and focal attention on the screen.

Social media sites want it. Insurance companies and drug makers want it. Fast-food chains, sporting goods companies and car manufacturers want it, too.

What are you learning about all of this? >> reporter: were learning theres a lot of frustration on the gulf coast with the businesses. from my present location, from where you happen to be, viewer tuning in across america, behind the camera, highway 90, you have edgewater mall. but here what you are seeing is beach bums, jet ski rental. beach supplies. this is one of many that you have scattered up and down much of the gulf coast and these businesses cater to the tourists. and i can tell you, al...