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Measuring Engagement: Audience Metric Exerts Increasing Influence on Ad Spending

April 28, 2008

Measuring Engagement: Audience Metric Exerts Increasing Influence on Ad Spending

Broadcasting & Cable’s Robert Marich reviews the ways Engagement concepts are influencing media buying, and discusses the central role played by the ARF through its Engagement research program and recently formed Engagement Council.

“‘The thing everyone agrees on is that we need audience metrics that go beyond simply counting eyeballs or readers, although there’s not much everyone agrees about after that,’ said Robert Barocci, president of the ARF. ‘It’s clear that the days of buying TV just on GRPs is already past for advertisers like Toyota and others. So the big question is: What else do you measure? That thing is what we call engagement.’”

Read entire article at Broadcasting & Cable »

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