• by Wayne Friedman , April 5, 2016

The partnership builds on Time Warner Medialab’s existing neuroscience research -- including biometric and eye-tracking technology, enhanced facial coding, behavioral coding and EEG technology.

Medialab, which began in 2012, generates data on consumer behavior for marketers and advertisers.

Nielsen can now access engagement metrics for viewing and purchase experiences. Nielsen already has its own biometric and neuroscience measuring efforts -- including its Nielsen Consumer Neuroscience unit.

Previously, Nielsen and Medialab worked together on various subjects, including distracted viewing, event-based viewing (sports and awards ceremonies); over-the-top platforms and ad exposure; of multiple screens studies for advertising during the Super Bowl and NCAA sponsorships.

The two companies have also examined youth-based media (including toys, retail, video games, and entertainment); custom content and native ads; VOD and SVOD streaming; and specific industries, technology, entertainment, consumer product companies, and fast-food restaurants.

Financial terms were not disclosed.

Other media companies have started up media lab efforts in recent years.

Walt Disney has a research lab in Austin, Texas, which also uses biometric measuring of consumers' media behaviors. NBCUniversal has a media lab in Englewood Cliffs, NJ. CBS has operated its Television City research center in Las Vegas for many years.

Media agency holding groups have also created media labs, such as the IPG Media Lab.