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Study Suggests Consumers More Engaged in Ads on TV Programs Viewed Online Than on TV Sets
(Market Wire Via Thomson Dialog NewsEdge) NEW YORK, NY, December 4 / MARKET WIRE/ --
According to Experian Research Services,
consumers are 44 percent more engaged in advertisements inserted in
televisions programs they view online than they are with the ads in
programs they view on a TV set. Download free study:
www.smrb.com/multimedia
The findings are part of the Multi-Media Engagement study conducted by
Simmons, an Experian company. The study confirms a direct linkage between
engagement that consumers have with the content of the media they use and
the attention and receptivity they have with the advertising that runs in
those TV programs, magazines and websites.
Chris Wilson, president of Experian Research Services, explains that the
Multi-Media Engagement study is the first media and client neutral study
that looks at consumer engagement with nearly 1,000 broadcast, cable and
syndicated television, Internet and print properties. "The Multi-Media
Engagement study explains past audience ratings and click-stream data to
detail why and how consumers are engaged with media," said Wilson.
The study identified six global engagement dimensions including
inspirational, trustworthy, life enhancing, social interaction, personal
timeout and ad attention/receptivity. The findings show that when
consumers are highly engaged with the content of a specific TV program,
magazine or website, they are more likely to pay attention to the
advertisements that appear within.
Especially interesting is that while consumers are 26 percent more engaged
in the content of television programs they watch online than they are with
the content of programs they watch on a TV set, their engagement with the
advertising placed in the programs they watch online is actually 44 percent
higher. This finding suggests that the advertising in online TV programs is
especially effective at reaching consumers.
Experian Research Services: The mission of the group is to enable clients
to optimize communications with their customers and prospects across
multiple channels by providing a robust description of the American
Consumer. Experian Research Services operates: Simmons (a full service,
consumer research organization that has been The Voice of the American
Consumer for over 50 years) and Vente, a real-time online quality lead
generation service. In 2006, Experian Research Services was ranked the
fastest growing market research company by Jack Honomichl, the leading
market research industry authority.
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For more information contact:
Valerie Jennings
816.221.1040Email Contact
Copyright 2007 Market Wire, Incorporated
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