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Advertisers could get more value for their media pound if they looked at programme involvement rather than just audience size, claims a new study from The Media Partnership, which puts audience appreciation data back on the media agenda.
According to the "Quality of Viewing Study" by TMP partners Abbott Mead Vickers BBDO, BMP DDB Needham, Ogilvy & Mather and JWT, there is a correlation between how involved a viewer is in a programme, and how many of the ads they can remember from the commercial break.
"It doesn't matter to advertisers how big an audience a programme attracts if few are paying attention during the commercial break," says Doug Read, head of media research at JWT.
Audience appreciation has …