MARKET METRICS
In an important new report IMMI data reveals how multi-platform advertising (TV, radio, Internet, and others) is more effective, even after factoring out the effects of frequency, recency, and targeting.
Six major network shows, four premiering cable shows, and five movies all used cross-platform promotion. By tracking the behavior of 3000 panel members, IMMI shows how the multi-platform approach reached more panelists, more often. Then after factoring out the increased reach and frequency, how the advertising on multiple platforms still had a higher effectiveness.
Complete Results…
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RECENT FINDINGS
Among all the people who saw at least one of the three Saturday Night Live sketches featuring Tina Fey’s dead-on impersonation of Sarah Palin, 33 percent watched it on television during the original broadcast and a staggering 67 percent watched after the original broadcast either online or on a DVR. This is just the reverse of many show results where the original airing usually outdraws later viewing.
And for the SNL sketch viewers the fake Palin outdrew the real one: 56% didn’t see the real VP debate.
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IN THE NEWS
Ad Firm Tracks Consumers Across Media
"A small media research company called Integrated Media Measurement is trying to bridge the research gap with a new technology that measures consumers' exposure to the audio in ads on television, radio, computers, mobile phones, DVDs and inside a movie theatre -- using a consumer's cellphone." More From WSJ…
Fey's Palin Impersonations a Peek Into New Media's Future
Only one-third of the people who have seen at least one of the skits watched it first live on Saturday Night Live.
"I don't know if we would have seen this sort of viral activity a year ago, if people didn't think of their computer as a place to turn to for video entertainment," said Amanda Welsh, IMMI's head of research. "I really believe that we are seeing a change in consumer behavior on a very profound level."
More From AP…
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