Woman using Tobii Pro Glasses 3 looking at mobile phone

Customer story

TV advertising research for Facebook

Resource Details

  • Written by


  • Read time

    4 min

Facebook is the world’s largest social network, with more than 1 billion users. Its revenue comes from advertising, and as consumer attention is increasingly being split between various online and digital sources, it’s important that those who buy or sell ad space understand this behavior.

The question

Facebook IQ, the social network’s research division, wanted to get an accurate understanding of how people watch TV in their homes, and how frequently their attention was diverted to other devices, especially during commercial breaks. The company was hoping to see what role devices such as tablets, computers, and phones play in distracting people while watching TV, and when/how multiple devices are used simultaneously.

The captive attention on which television marketers once relied no longer exists. The constant stream of distractions has made it harder for advertisers to know what content engages an audience and what is ignored. As revealed through the study Tobii conducted for Facebook, eye tracking provides marketers with unbiased and accurate insight on what commercials need to have to be more compelling and relevant to the public.
Mike Bartels Senior Research Director, Tobii

The method

Facebook IQ and Tobii’s research consultancy division, Tobii Insight, partnered to run an in-home eye tracking study in the US. People in four cities were given eye tracking glasses on a weeknight and asked to wear them as they went about their normal evening routines. The data from 100 participants who chose to watch TV was then analyzed. By collecting data in participants’ homes, it was possible to solicit more natural behavior and in turn more authentic results.

The outcome

The study revealed that 94% of the participants kept a smartphone nearby while watching TV, proving that mobile and TV are a very strong combination. On average, when participants were watching TV their eyes were diverted from the screen 47% of the time. Different distractions in the home drew their attention away most often, followed by smartphones and screens on other digital devices. Another major finding was that when participants were not looking at their TV, they still heard it – which led Facebook to recommend that advertisers create TV ads with engaging and memorable audio.

Related information

Read the Facebook study mobile and TV: between the screens 

Download the full complimentary report including key tactics

Resource Details

  • Written by


  • Read time

    4 min

    Resource type

    • Customer story

    Tagged products

    • Eye trackers
    • Consulting services

    Tagged solutions

    • Consumer research and user experience

Want to learn how you can use eye tracking and attention computing in your research?

Fill out the form and one of our experts will contact you shortly.

Remote control
Customer stories

Assessing TV advertising effectiveness with eye tracking

YanHaas is a Colombia-based market research firm that performs advanced studies for clients in South America. They used Tobii Pro eye tracking to better understand how consumers perceive and engage with clients’ assets, such as ads and other marketing material.

Learn more