RT Journal Article SR Electronic T1 Leveraging Synergy and Emotion In a Multi-Platform World JF Journal of Advertising Research JO J Advert Res FD WARC SP 417 OP 430 DO 10.2501/JAR-53-4-417-430 VO 53 IS 4 A1 Audrey Steele A1 Devra Jacobs A1 Caleb Siefert A1 Randall Rule A1 Brian Levine A1 Carl D. Marci YR 2013 UL http://www.journalofadvertisingresearch.com/content/53/4/417.abstract AB The proliferation of media platforms raises questions among marketers about their relative value. This study tests a neuroscience-informed model of immersive-versus-flexible audience engagement and demonstrates television's heightened ability to sustain nonconscious emotional response over online viewing. Employing biometrics and eye tracking, 251 participants experienced 24 brands on television, online, or both. Findings indicate that brand advertising proved far more emotionally engaging when experienced on television alone or combined with online viewing. This emotional connection using both platforms proved strongest when the television program and Web site content were related. The results support prior research that demonstrates television's ability to engage and sustain emotional response.