Power of laughter: Measuring the effectiveness of comedy in generating positive audience engagement

This paper outlines research from Comedy Central, the TV channel, on the impact of comedy on engagement and what effect humorous TV programming has on the ads that follow it.

Power of laughter: Measuring the effectiveness of comedy in generating positive audience engagement

James Guerrier, Julia Lamaison, Christian Kurz and Jo McIlvenna Viacom International Media Networks, Jo McIlvenna Ltd and GfK

Introduction

In 2012, Comedy Central undertook a major international study called 'Comedy Across Borders'. This aimed to identify and explore how laughter shapes the lives of audiences and how this knowledge can be used for broadcasters and advertisers to connect

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