Abstract:

This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc. and Rainbow Media. The AMV Model provides a new, highly effective metric with which media planners, brand managers, and marketers can quantify the degree to which the media environment itself can positively (or negatively) impact audiences? behaviors toward the brands. It has international applications. By providing consumer-driven measures that identify which/how (in this case, cable) network(s) best reinforce brand values for advertised products and services, this assessment provides a leading-indicator alternative to traditional audience measures, and insights beyond traditional demographics. This study examined 14 automotive brands advertised on two cable networks. The Audience Medium Valuation metrics correlate highly to positive consumer behavior and can be used to optimize media plans, boost advertising efficiencies, and increase sales and profitability.