TV Ads: Measuring Viewer Engagement, by David Kiley, found in Business Week, describes new tools that measure how well viewers are actually paying attention to programs compared to just having the TV on (http://blackboard.rider.edu/webapps/portal/frameset.jsp?tab_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_56860_1%26url%3D.)
Proctor and Gamble, Toyota, and Home Depot are a few that are following up on this. With the recession going on lately, advertisers need to prove to their finance departments that viewers are actually paying attention to ads in order to keep them going, seeing that ads are not exactly cheap. Because advertisers are desperate to find out whether or not their clients are actually listening to the ads, they have convinced the networks and cable channels to pay for the viewer engagement as a program research.
Ford Motor is one of the newest companies to agree with viewer engagement.
They found that Discovery Channel's, Dirty Jobs, with Mike Rowe, had an engagement level of viewers that was off the charts. They found that because of the high number of viewers, Ford should advertise on that channel. They made a deal with Rowe. Rowe would be shown on the Ford ads saying how their trucks are great. Makes sense because trucks and dirty work fit together perfectly. Engagement ratings worked out. Engagement ratings are just like demographics. You want to place ads where they belong. You wouldn't put a Ford commercial on Nick for example.
No comments:
Post a Comment