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...