Which Broadcast Medium Better Drives Engagement? Measuring the Powers of Radio and Television with Electromyography and Skin-Conductance Measurements

This study compared the ability of radio and television advertisements to generate emotional responses and engage consumers.

Which Broadcast Medium Better Drives Engagement? Measuring the Powers of Radio and Television with Electromyography and Skin-Conductance Measurements

James Peacock

Peacock Research, Inc.

Scott Purvis

Gallup & Robinson, Inc.

Richard L. Hazlett

Johns Hopkins University School of Medicine and Gallup & Robinson, Inc.

INTRODUCTION

“Engagement” is an evolving concept in advertising. In recent years initiatives supported by such organizations as the Advertising Research Foundation, the American Association of Advertising Agencies, and the Association of National Advertisers were formed to develop the concept of engagement as a new planning metric, complementing (and possibly replacing) frequency in media plans.

Whether engagement proves...

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