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Case Study: Maximizing TV Screen Real Estate

0 minute read | January 2012

Fox Sports was concerned about declines in viewership for NASCAR, one of the most popular sports in the U.S. In order to evaluate a new proposed format of advertising, double box (splitting the screen between the ads and the race during commercial breaks), Fox Sports worked with Nielsen Consumer Neuroscience to understand audience engagement of this format during live sporting events. Could this new format be a win-win for both advertiser and viewer?

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