Ace Metrix™, the authority in television advertising effectiveness, today announced its participation in the upcoming ARF Audience Measurement Symposium on June 14 at 11 a.m. in the Soho Complex of the Marriott Marquis, New York City. Ace Metrix CEO Peter Daboll along with Michael Curran, Ph.D., Director of Insights at Ace Metrix, will present a new study entitled “High Viewer Engagement: Friend or Foe of Advertising?” that explores the largely untested belief that there is of a relationship between TV program engagement and advertising effectiveness. The complete study results will be released on June 14.
“Recent media research suggests that you need to buy and measure media based on the engagement of the viewer within a particular program, i.e. that an audience of equal size and composition is somehow different depending on how engaged they are with the program,” said Peter Daboll and Michael Curran of Ace Metrix. “This notion, however, will fade – not because it isn’t an interesting idea, but because the empirical data disproves it as a myth.”
To read more about the upcoming presentation, please go to www.thearf.org.