Media engagement - developing consistent measures across multiple media channels

While there is an increasing body of literature exploring engagement in single media channels, much less is known about how engagement levels vary for individuals across multiple media channels.

Media engagement – developing consistent measures across multiple media channels

Max KilgerSimmons Symmetrical, United States


Media engagement continues to be an important area of investigation for researchers working for media providers, advertising agencies and advertisers themselves. Initial work in the area by Akhter et al (1990) has been followed by more recent studies by Calder and Malthouse (2005) and Kilger and Romer (2007).

The paper by Kilger and Romer (2007) lays out a schema of hypothesized engagement dimensions for three media: television, magazines and the Internet. The study proceeds to examine the relationship between demographics and these various...

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