This week, Listen First Media and Rentrak officially put their heads together for a new “Stickiness Index.” According to their statement, the index:
ranks primetime ad-supported cable and broadcast telecasts by level of viewer engagement, which is determined by comparing the average percentage viewed of each telecast to that of all primetime telecasts with the same duration. Telecasts with the most engaged viewers have a higher Stickiness Index, indicating that more of the audience is tuned in—or engaged—for the duration of the telecast.
Listen First’s Digital Audience Rating will be included in the index for the first time. The DAR calculates engagements across all social media — clicks on YouTube, Wikipedia entries, liking a Facebook page, among all the others you can think of. They treat programs “like brands,” according to co-CEO and co-founder Jason Klein. It’s not just who’s watching while the show is live, but who’s talking about and interacting with the program in general, overall.
Bill Livek, vice chairman and chief executive officer at Rentrak says in a statement that adding the DAR-TV to the index gives advertisers a better understanding of shows are “resonating” with audiences.
You can see more leaderboards here.