MARKET METRICS Multi-Platform Advertising Consistently More Effective
In an important new report IMMI data reveals how multi-platform advertising (TV, radio, Internet, and others) is more effective, even after factoring out the effects of frequency, recency, and targeting. Six major network shows, four premiering cable shows, and five movies all used cross-platform promotion. By tracking the behavior of 3000 panel members, IMMI shows how the multi-platform approach reached more panelists, more often. Then after factoring out the increased reach and frequency, how the advertising on multiple platforms still had a higher effectiveness. |
RECENT FINDINGS
Two Week Indiana Jones Binge: 29.3% of Crystal Skull Attendees Watch the Old Movies on TV or DVD
For the two weeks leading up to the release of Indiana Jones and the Crystal Skull, IMMI panelists were doing their homework. 29.3% of the panelists who went to the new movie during its four-day premiere weekend had watched at least one of the first three Indiana Jones movies on TV or DVD.
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IN THE NEWS New York Times: IMMI’s Research Could Create a New Era in Broadcasting
An article in the Sunday New York Times profiling IMMI tells how IMMI’s technology could make broadcast advertising more efficient. Quoting founder, Tom Zito, the NYT story says IMMI is “doing for broadcast media what Google did for the Internet.” Teens Who Attend Most Movies Also Consume Most Media NEW YORK (AdAge.com) -- For teens and young adults looking for entertainment, too much of a good thing is never enough. |
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