We all love to share; it's part of being human. But when it comes to media, there are relatively few channels that we consume at the same time and in the same space as other people. This is why shared viewing is one of TV's greatest assets as an advertising medium.

From its origins, TV has been a social event; the majority of our viewing is done with two or more people present and TV content consistently remains one of our most talked about topics of conversation. In fact, TV is arguably the most powerful source of word of mouth marketing and nowadays that word of mouth is being extended online through social networking in addition to the real world conversations around watercoolers and in pubs and playgrounds.

At TV Together: a very social medium we have launched two brand new pieces of research. First, we put shared viewing under the microscope to better understand why, how and what we watch together, the impact of technology on the shared experience and how all of this affects the way TV advertising works in our brain. Secondly, we explored the complementary relationship between TV and social media and providing some new insights into how advertisers can harness the ripples from their TV activity in this new space.

This event was held on Wednesday 18 November at the Soho Hotel, London which included insights from industry experts including David Wilding of PHD and Justin Gibbons of Work Research.

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