By Ed Keller When people consume media together, either in-home or out-of-home, does it help or hurt advertising effectiveness? The argument that it hurts the advertiser is the “distraction” model, which argues that the presence of other people distracts people from on-screen content, reducing value to the advertiser. This is an argument put forth by Steven Bellman et al. in their 2011 paper “How Coviewing Reduces the Effectiveness of TV Advertising”. The argument that it helps the advertiser is the “social influence” model, which posits that the presence of other people leads to more emotional engagement and the sharing of advertising content, leading to higher ad effectiveness.  This is an argument that Brad Fay and I put forth in The Face-to-Face Book, forthcoming from Simon & Schuster/Free Press in May