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 McIlvennaViacom International Media Networks, Jo McIlvenna Ltd and GfK

Introduction

In 2012, Comedy Central...

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