Viewers Recall Ads in Top 10 Programs

Jul 8, 2007  •  Post A Comment

Having announced their lineups for the 2007-08 season, broadcast network executives now will have to wait months before they discover how many viewers are tuning in to their new and returning series. They will learn about “the count” of viewers from Nielsen, and will be able to uncover how engaged viewers are with their programs through IAG Research.
IAG conducts online research among a representative sample of viewers every day of the year. More than 5,000 people participate daily, and more than 50,000 different people participate each month.
To determine attentiveness, viewers of a specific episode that aired yesterday are asked questions about its content. These “program engagement” scores have gained resonance with clients, as engagement levels are strongly linked to ad recall.
IAG is taking a look at the shows that achieved the strongest program engagement scores among adult viewers during the past broadcast season. Listed below are the two regularly scheduled entertainment series for each broadcast network that had the most engaged audiences for their original episodes. All the programs are scripted, but the top 10 includes both dramas and comedies.
Shows Watched Most Attentively
Top Two Programs for Each Major Broadcast Network
Sept. 18, 2006, to June 3, 2007
Network Program
Desperate Housewives
The Class
Two and a Half Men
The CW
One Tree Hill
Gilmore Girls
Prison Break
My Name Is Earl
Source: IAG Research.
Survey covers Sept. 18, 2006, to June 3, 2007, among viewers 18 and older, measuring regularly airing prime-time shows with at least three telecasts (original programming only).
Definition: IAG Program Engagement Index measures how much more attentive viewers are to a show than to the average regularly-airing prime-time show on the network; for example, viewers of “Prison Break” were more attentive to that show than were viewers of the average show on Fox during the time period.

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