Viewer response to branded integration

Date of publication: June 21, 2005

Abstract:

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. Key topic areas that are discussed include: general trends, differences in viewer response by genre, the relationship between perceived fit (of the integration with the program content) and brand opinion shift, and the impact of branded integration on commercial effectiveness.

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