Abstract:
ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004. The research compares brand and program metrics for the product integration compared to the same brand appearing in commercial exposures. Viewer's attitudes and reactions to the integration and the program were also explored.
Research Papers
The beauty of enhanced TV
Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: David Ernst, Rachel Mueller-Lust
 
June 18, 2004
Research Papers
DVR impact is not 30-second shattering
Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Rachel Mueller-Lust, Artie Bulgrin
 
June 23, 2005
Research Papers
Progress towards media mix accountability
Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Roberta M. McConochie, Leslie Wood, Beth Uyenco, Chris Heider
Companies: Nielsen, OMD Group
June 23, 2005
