The research project, called 1-3-9 Media Lab, is currently supported by the BBC, Microsoft and Channel 4. It is investigating how consumption relationships vary between platforms such as on-demand services and live and time-shifted TV viewing.
The study follows a range of households and investigates their use of technology such as PVRs, mobile, VoD, IPTV and gaming.
The findings from the study, due in spring next year, will inform SMG's ongoing emerging media trends series, Emerging Spaces, of which its latest research 'Game Boy to Game Gran' focuses on the changing nature of gaming in the UK.
Stewart Easterbrook, CEO of Starcom MediaVest Group said: "Just as we've shaped our business to reflect convergence, leading our clients’ understanding of what this means for their audiences is crucial."
Simon Stanforth, group research director, Starcom MediaVest Group, said: "The 1-3-9 study moves our industry’s focus from recall to genuine, observed engagement and does it across both traditional TV planning parameters such as daypart and position in break, but also across platforms and screens.
"We're delighted to be the first media agency to have access to this data."