The influence of viewing quality on ad effectiveness

Kate Lynch

Qualitative viewing factors describe audience behaviours that affect the likelihood of a commercial being seen/absorbed: attention to programme/commercial, involvement, liking etc.

The influence of viewing quality on ad effectiveness

Kate Lynch, Starcom, examines the need to incorporate qualitative viewing factors into media optimisation

Kate Lynch

The introduction of optimisers into the US TV market during 1997/8 revived discussions about the media factors that produce effective advertising. While debates about optimisers initially focused on their role in achieving higher efficiencies and effective reach1 they soon included the question: how can we incorporate qualitative viewing factors into the optimisation process?

The qualitative factors are those that describe audience behaviours that affect the likelihood that a commercial message is being seen...

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