Who's watching my ads?

Robert Chard and Brian Rock

This paper looks at the results of a study on quality of viewing (in terms of level of attention to program), and how this data can be used to improve the efficiency of real-world media planning.

Who's Watching My Ads?

Applying qualitative assessments of viewer involvement to predict meaningful advertising exposures

Brian RockandRobert ChardMitchell Media Partners

INTRODUCTION

The issue of quality of program environment is not a new one. Even so it is often unclear about how best to handle it. At one extreme are those planners who believe quality is simply a question of quantitative scale: high ratings = high quality. At the other end are those who believe the program environment has a major impact on the effectiveness of the ads placed within those programs, and that empathetic program selection can...

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