Study: Brand Messages Engage Loyal Viewers

NEW YORK Research undertaken by Interpublic Group’s Initiative Media and the Massachusetts Institute of Technology shows that “engaged audiences” (comprising viewers who are devoted to a particular TV show) make especially receptive targets for marketers’ messages.

For example, for respondents who try “never to miss a show” compared with “casual viewers,” brand recall increased to 30 percent from 17 percent, and for viewers who watch the entire show comapred with those who “flip back and forth,” brand recall jumped to 25 percent from 12 percent.

“Engagement