For example, those who are highly attached to a show are more than 46 percent more likely to view the show more often. They are also 40 percent more likely to engage with the program in some way and 57 percent more likely to follow the show after its initial air date (i.e., via DVR, On Demand or streaming).
Marketers should also be aware that those who are highly attached to a brand are 2.5 times more likely to pay attention to ads from that brand -- a critical factor in today's zip-through-commercials environment.
"Brand-to-media alignment creates significant ROI value," Reisman added. "When brands align with the right content it causes a 3x factor -- that is, they find viewers 3x as likely to buy or use their brands because they are being advertised in the right environment at the right time."
NMM's study is available to marketers, agencies and media companies. Besides BET, the company recently signed Essence Magazine, in part, because of NMM's demonstrated ability to significantly boost growth for brands that use its approach to activate on the right media.
About New Media Metrics
NewMediaMetrics is a content-investment, activation and alignment company that works with content developers to predict the marketplace value (or audience draw) in the early stages of development via the LEAP Content Investment Marketplace. Using LEAP, developers can determine whether content is worthy of production investment. NMM also works with brand marketers to quantify the value of aligning their brands with specific TV, digital video and cross-platform media to aid their strategic media allocations.
About BET Networks
BET Networks, a subsidiary of Viacom Inc. (NASDAQ: VIA) (NASDAQ: VIAB), is the nation's leading provider of quality entertainment, music, news and public affairs television programming for the African-American audience. The primary BET channel reaches more than 90 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom and sub-Saharan Africa. BET is the dominant African-American consumer brand with a diverse group of business extensions: BET.com, a leading Internet destination for Black entertainment, music, culture, and news; CENTRIC, a 24-hour entertainment network targeting the 25- to 54-year-old African-American audience; BET Digital Networks - BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; BET Home Entertainment, a collection of BET-branded offerings for the home environment including DVDs and video-on-demand; BET Event Productions, a full-scale event management and production company with festivals and live events spanning the globe; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET in the United Kingdom and oversees the extension of BET network programming for global distribution.
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