Are viewers 'engaged' with advertising? Does it matter?
Andrew GreenZenithOptimedia
BACKGROUND
Most media research measures the opportunities audiences have to see or hear advertisements. If somebody, for example, is watching a television programme or reading a magazine where ads appear, they will have an opportunity to see that advertising.
Opportunities are not always taken up by those they are offered to. It is perfectly possible that somebody reading a magazine will not read all of it and will therefore miss an ad on page 14. Equally, the fact they are watching an episode of Prison Break...