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Print Outdoes TV, Web in Simmons Study

Sep 19, 2007  •  Post A Comment

With most of the television world turning to commercial ratings as the new benchmark this season, the touchstone of the past few years, engagement, appears to have lost some of its buzzworthiness.
Nevertheless, engagement—the ability of a medium to help get users to notice and remember the advertising it carries—remains something that advertising research people are trying to quantify.
Among them is Simmons Research, which earlier this month released its quarterly study measuring the engagement consumers have with nearly 1,000 media vehicles spanning television, online and print, in English and in Spanish.
“What makes our engagement study so unique is that it enables marketers to evaluate consumer engagement levels both within a single medium as well as across multiple media channels,” said Chris Wilson, president of Experian Research Services, Simmons’ parent company. “By using this design, the study allows clients with sophisticated mixed-media strategies to better understand the synergies between media channels.”
Overall, the Simmons study found that magazines had the most engaging content, followed by television and the Internet. It also found that magazines were the most engaging medium when it comes to advertising attention and receptivity. Television was second in terms of this measurement of advertising engagement, followed again by the Internet.
In the study, magazines were represented by 150 titles, television by 95 ad-supported networks and the Internet by the 165 most-visited Web sites.
Several Scripps and Discovery Communications channels scored high in engagement with media content.
Among those with the highest scores were Food Network, DIY Network, Discovery en Espanol, Logo, LTC, Travel Channel, PBS, HGTV and Lifetime.
Scoring high in ad attention and receptivity were Food Network, Logo, Mun2, DIY, Canal Sur, Fine Living, HGTV, Azteca America, Telefutura and BET.
While these network scores appear relatively simple, the Simmons Multi-Media Engagement Study looks at several different aspects of consumer engagement.
Simons has identified six “Global Dimensions of Engagement.” Five of those dimensions are specific to the content of the media, and one looks at the attention consumers pay to the advertising. Simmons said that gives marketers the ability to examine the impact media content has on the engagement with their ads.
Simmons’ Global Engagement Dimensions are:

  • Trustworthy: The medium is trusted by consumers and does not sensationalize things.
  • Inspirational: The medium inspires consumers and connects with them emotionally.
  • Life-Enhancing: Consumers are learning about new things from the medium, which ultimately helps them make better decisions.
  • Social Interaction: The medium is constantly giving consumers fodder for conversation with family and friends.
  • Personal Timeout: Consumers acknowledge the time they spend with the medium is time just for them and improves their mood.
  • Ad Attention/Receptivity: The advertisements that run in the medium are of interest to the consumer, who is ultimately more likely to purchase products advertised in it.
    Simmons calculates where each media vehicle stands by asking consumers to react to a battery of about 40 statements.
    The data from the most recent report comes from Simmons Wave 2 six-month study, which surveyed adults from Oct. 9, 2006, through April 6, 2007.

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