Media Researchers Debut New Lab During Super Bowl

The Super Bowl is one of the biggest media spectacles of the year, and researchers at Texas Tech University’s College of Media and Communication will unveil its newest lab to study all aspects of watching the big game.

The Center for Communication Research is launching a new In-Home Simulation Lab Sunday afternoon (Feb. 2). The lab contains state-of-the art technology for studying viewing behavior in a controlled but natural space. Glenn Cummins, associate dean for research in the college, said the lab provides a unique environment to study how viewers watch and respond to television.