New research by leading strategic insights consultancy Nature, commissioned by Foxtel Media, has revealed the impact of engagement on advertising effectiveness.
The study involved qualitative and quantitative research and implicit behavioural measurement of over 3,000 Australians, and established a comprehensive definition of viewing engagement “as an outcome of emotional investment, intent, mental focus and social connection”.
Foxtel described the research as “landmark” and a first-of-its-kind, and found that audiences watching its service are 27 per cent more engaged than those watching non-subscription television.
The research did, however, set out with the objective to prove this and that Foxtel’s ad breaks provide “greater impact than FTA ad breaks” from the outset.
Nature’s Sydney office partner and managing director, James Jayesuria said the organisation’s “robust research process” had included in-depth interviews, ethnographic exploration, quantitative surveys, facial coding analysis and electrodermal activity tracking.
“We believe this research offers a new definition of engagement for media and television and provided concrete evidence that will help shape the understanding in the effectiveness of television advertising,” Jayesuria said in a statement.
Key findings of the research include:
- On self-reported measures across all viewing occasions, Foxtel audiences are on average 27 per cent more actively engaged than non-subscription TV audiences
- Through implicit measurement of natural viewing, the peak engagement for Foxtel viewing was 16 per cent higher than non-subscription TV audiences
- More engaging advertising formats drive greater ad recall (up to 11 per cent) for advertising partners
- More engaging advertising formats drive stronger brand uplifts for advertisers.
Foxtel Media CEO Mark Frain added: “It should not be surprising that fewer ads and a more highly engaged audience leads to better advertising outcomes”.
“But in today’s highly dynamic and fast evolving media environment, it is easy to lose sight of the power of higher quality content in delivering advertisers a more valuable proposition,” Frain said in a statement.
“With marketing budgets under increasing constraint as brands try to navigate a post-pandemic recovery, every advertising dollar has to do its job.
“This research reminds us that not all reach is created equally, and that as an industry we need to better communicate and articulate the importance of viewer engagement in enhancing advertising effectiveness. A media buyer’s job does not just end when they’ve bought reach.”
To view the research findings in full, click here.
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