Multi-Media Engagement Study Suggests Consumers More Engaged in Ads on TV Programs Viewed Online than on TV Sets; Study Confirms Link Between Content Engagement and Engagement in Ads

According to Experian Research Services, consumers are 44 percent more engaged in advertisements inserted in television programs they view online than they are with the ads in programs they view on a television set. Download free study: www.smrb.com/multimedia.

New York, NY (Issues Wire / PRWEB) November 28, 2007 -- According to Experian Research Services, consumers are 44 percent more engaged in advertisements inserted in television programs they view online than they are with the ads in programs they view on a television 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.    

The Multi-Media Engagement study explains past audience ratings and click-stream data to detail why and how consumers are engaged with media

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. Hear John Fetto, product manager of Experian Research Services, describe these engagement dimensions and what they mean for advertisers: http://www.youtube.com/watch?v=EIa1c8hmx9w

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 is the largest, permission-based consumer database which uses an online survey instrument to collect detailed, comprehensive data on consumers. This information and the survey "event" are used to connect clients with targeted consumers www.smrb.com.

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