Most Engaging Shows Are Last Season’s Holdovers

Nov 25, 2007  •  Post A Comment

From IAG Research
Prime-time season kicked off officially on Sept. 24. A fall launch is traditional, but determining which audience measures to focus on has been proven to be a challenge. While program ratings had long been the norm, given the growth of DVR usage and a new emphasis on commercial tuning, there has been a break from the past. Today, there are several different audience numbers generated for the same program. However, no matter which measure of audience size is used, we can gain additional insights by learning which programs garner the most engaged viewers.
To gauge engagement, IAG asks panelists to answer a battery of questions about the TV programs they viewed the day before. On a typical day, about 5,000 people take IAG surveys. These data, culled from more than 100 million surveys, demonstrate that more highly engaged shows, like the ones listed below, provide a superior environment for ad recall.
IAG has selected the one program from each of the five broadcast networks that scored the highest in viewer engagement. None of the new shows for this broadcast season made the list, but last year’s breakout hit “Heroes” has been NBC’s most engaging series so far this young season.


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