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Experian Simmons' Media Engagement Metrics: A Great Opportunity for Mindset Matching
In 2006, Experian Simmons launched the Multi-Media Engagement Study, in response to the groundswell of advertiser and agency interest in developing media engagement metrics. This study covers a huge array of nationally-aired TV shows and cable channels, magazines and Internet websites, reporting six global engagement indicators for all TV, magazine and Internet measured vehicles. Respondents who claimed recent exposure to any of the TV shows, magazines or websites were asked to rate the descriptiveness of approximately 40 statements for each of the media they used. From that battery of statements, Experian Simmons derives the following engagement dimensions reported on a scale from...
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