What Pepsi Discovered by Monitoring Millennials During the VMAs

TV vs. second screens

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in