Viewer response to branded integration
Barbara Zack and David Kaplan
This paper presents current findings regarding response to various on air branded integrations. Actual case studies are presented, as well as analyses from Q4 2004 and trends based on over 1.5 years of data (September 2003 - March 2005.) The data have been collected by IAG Research, and reflect day-after exposure interviews conducted with tens of thousands of television viewers.
Viewer response to branded integration
Barbara ZackIAG Research, United States
David KaplanIAG Research, United States
INTRODUCTION
Faced with an increasingly challenging media environment (fragmentation, commercial avoidance, etc.), advertisers are more...
