New research from MTV Networks (MTVN) and Harris Interactive, reveals a critical companion metric to measuring audience size, pioneering a new way for advertising brands to target the most engaged and valuable audiences. This landmark research study finds that not all programming viewers are created equal and that the value of television advertising grows as viewers connect with marketing messages across screens.
Following-up on its innovative Multi-Screen Engagement (MSE) case study of MTV’s popular “The Hills” series, MTV Networks and Harris Interactive conducted industry-leading research across MTVN’s brands, which provides empirical evidence that audiences develop stronger emotional connections to content and advertising messages when they consume and interact with them across multiple platforms. In total, more than 20,000 respondents between 13 and 49 participated in evaluating MTV Networks’ programs, as well as competitive programs, networks and websites along a series of questions geared to defining a scalable and predictive engagement measurement model that, in effect, unlocks the value of engagement for marketers.
Specifically, this study reveals that some viewers are significantly, and even remarkably, more engaged with the content than others. These viewers with higher engagement are more likely to remember seeing an ad, internalize the message and be motivated by it to share more about the content and advertising with others when compared with those that are less engaged. This translates into increased purchase intent (up to two- and three-times) among viewers for brands that advertise in engagement-rich environments.
MTVN and Harris Interactive will unveil the key findings from the studies at the Advertising Research Foundation’s (ARF) Audience Measurement 3.0 conference on June 25th, during the “Catch Me Across Platforms: Finding and Measuring the Audience that Matters” session.
As media touch points have multiplied for consumers during the past decade, many producers and marketers have struggled to understand the factors driving audience engagement with brands and programming in this multiplatform environment that includes television, online and mobile devices.
“What this research shows is that companies will need to adapt to changing innovations to drive brand loyalty. Advertising and marketing across platforms will drive consumer engagement moving forward. We are excited to be a part of this groundbreaking research,” said Marianne Foley, senior vice president, innovation initiatives, Harris Interactive. “Our partnership with MTV Networks provides a roadmap for future cross-platform advances that will have the most impact on consumers.”
The level of engagement with a television program has critical implications for an advertiser. Advancing technologies, especially Web-based, are altering consumers’ relationships with brands, particularly among those whom are most tightly engaged with the program. While television is still the biggest driver of brand awareness, multi-platform media campaigns perform at double to triple the effectiveness of a single platform. Simply said, the value of television advertising grows as viewers connect with marketing messages across screens.
“We’re relentlessly focused on understanding how our audiences emotionally react to our content, and today’s marketers increasingly want to forge deep, emotional connections with consumers across platforms,” said Colleen Fahey Rush, EVP, Research and Insights, MTVN. “Our collaborative research with Harris Interactive provides our marketing partners and the entire industry with new insights into how multi-screen experiences impact engagement levels, and how brands can build meaningful relationships with consumers.”
Moving forward, this research will impact advertisers in many ways as they assess the importance of engaging consumers through multiple channels. Specifically, the more involved a viewer is with the content, the more effective the advertising is for that viewer. The more involved the viewer, the more cross-platform activity they engage in, and therefore crossing platforms with advertising campaigns increases the likelihood of targeting the most involved viewers. This pattern is repeated across virtually every program measured, roughly two dozen television shows.
Key research findings can be found at: www.HarrisInteractive.com/News/MediaAccess.
Methodology
In February and March 2008, Harris Interactive conducted a broad study of over 20,000 (Harris Poll Online panelists 13 years of age and older) evaluating MTV Network programs, competitive programs, networks and websites. Engagement metrics identified in a 2007 study of “The Hills” were used.
In fall 2007, MTV Networks partnered with Harris Interactive (a leader in the understanding of engagement through consumer connections) to initiate a major quantitative study of the dynamics nature of the drivers of engagement. The MTV program “The Hills” was used as a case study. It was an in-market tracking study of 600 cable television viewers, 13 to 24 years old, including viewers and non-viewers of “The Hills” and a sample of virtual world participants. Respondents were queried regarding specific advertising they had seen on “The Hills,” television show, online, and on multiple platforms. This included seeking and generating information regarding the program and various online behaviors both on and off MTV properties. The research included a follow-up session of respondents recruited to participate in qualitative online chat sessions.
ABOUT HARRIS INTERACTIVE
Harris Interactive is a global leader in custom market research. With a long and rich history in multimodal research, powered by our science and technology, we assist clients in achieving business results. Harris Interactive serves clients globally through our North American, European and Asian offices and a network of independent market research firms. For more information, please visit www.harrisinteractive.com.
ABOUT MTV NETWORKS
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of programming and content across all media platforms. MTV Networks, with more than 150 channels 3 worldwide, owns and operates the following television programming services – MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, LOGO, NOGGIN, THE N, VH1 CLASSIC, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 300 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.
