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As a brand that has long had event sponsorship at the heart of its marketing formula, Pepsi sought a more scientific way to study the correlation between TV viewing and second-screen usage during live programming.
So using research methods such as biometrics, the brand looked at consumer behavior during the MTV Video Music Awards telecast this past August—the top-rated entertainment program on cable among viewers aged 12-34 this year, and the most social non-sports TV event.