Do Measures of Media Engagement Correlate with Product Purchase Likelihood?

Max Kilger and Ellen Romer

Engagement in media by consumers has emerged as an important area of interest for media providers, advertising agencies, and advertisers.

Do Measures of Media Engagement Correlate with Product Purchase Likelihood?

Max KilgerSimmons, an Experian CompanyEllen RomerSimmons, an Experian Company

INTRODUCTION

The search for characterizing the links between engagement in the media, engagement in advertising, and purchase behavior on the part of the consumer is one that has recently taken on new importance. This interest in engagement mirrors the desire on the part of advertisers to go beyond the traditional objective of reaching as many people within a targeted demographic as possible by taking into account the effectiveness of their message and the environment within which that message...

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