New Report on Audience Attentiveness to Advertising in 25 TV Programming Genres

wwwjackmyerscom As advertisers look ever more closely at their network television budgets and schedules in the face of new commercial ratings information and concern about strikerelated impact on their ad delivery and impact new research on audience attentiveness to advertising from several providers is playing a growing role in agencies39 considerationsA new Myers Emotional Connectionsamp8482 Research Study focuses on how attentive audiences say they are likely to be to advertising messages in 66 media categories including 23 television programming genres 13 placebased and outofhome media 11 Internet website content genres eight magazine categories four radio program categories five Spanishlanguage media types and two newspaper categories dailies and weekliesList Your Job Openings at Jobs at JackMyerscom emPowered by mediabistrocomThe table below outlines the comparable attentiveness to advertising of viewers 18 to 49 in the 25 TV genres Live professional sports not surprisingly captures the highest ad attentiveness levels among males 18 to 49 Among women of the same age group primetime drama series rank highest with 33 saying they are likely to pay attention to advertising in dramatic series rating it 567 on a 7 point scale Situation comedies which are also impacted by the strike are strong performers in holding audience attention through commercial breaks The 8000 survey respondents were aged 15 to 64 have a minimum 60 channels in the home and watch TV at least one hour daily on averageOne of the early outcomes of the writers39 strike is an increase in primetime reality series The good news for networks and advertisers is the high ad attentiveness to these programs which rank second among women 18 to 49 and seventh among men However the percentages 3031 are virtually identical as males are more likely to pay attention to TV advertising overall The second ranked category among men 18 to 49 is live college sports with sports news and nonlive sports ranking fifth in ad attentivenessRead TiVoWorthy TV Everyday at JackMyerscomLocal TV station newscasts achieve high attentiveness ratings ranking third among men 18 to 49 and fourth among women 18 to 49 Home food and lifestyle programs such as those aired on HGTV and Food Network rank third among 18 to 49 women Daytime talk shows Oprah Ellen Rachael rank seventh among women 18 to 49 with 21 of the audience reporting they are likely to pay attention to ads quotDramadiesquot and prime time soap operas rank eighth Among the male 18 to 49 group cable network news and theatrical movies are strong performers for ad attentiveness For a free copy of the full methodology and information on the Myers Emotional Connectionsamp8482 Research Report on Audience Attentiveness to Advertising visit Jack MyerscomMyers 2007 Emotional Connectionsamp848225 Television Programming Genres Research on Audience Attentiveness to AdvertisingBased on a Study of 8000 Americans Aged 15 to 64 of Respondents who Use Each Medium saying They are Likely to Pay Attention to Advertising Messages 567 on 7 pt scale Parentheses note number of media options measured within each category MYERS EMOTIONAL CONNECTIONSTM RESEARCH I am likely to pay attention to advertising messagesamp160 Top 3Box Rating 567 on a 7 point scale 1 Extremely unlikely to pay attention to advertising messages 7 Extremely likely to pay attention to advertising messages amp160 amp160 amp160 amp160 amp160 Televisionamp160 amp160 amp160 amp160 amp160 amp160 amp160 amp160 Adults1849 Males1849 Females1849 amp160 RK RK RK amp160 Live Professional Sports 345 1 401 1 274 9 amp160 Primetime Drama Series 319 2 312 6 326 1 amp160 Your Local TV Station Newscasts 318 3 338 3 298 4 amp160 Situation Comedies 312 4 329 4 296 5 amp160 Primetime Reality Series 306 5 303 7 309 2 amp160 Live College Sports 306 6 359 2 231 23 amp160 Home Food ampamp Lifestyle Programs 295 7 290 11 299 3 amp160 Award Specials 283 8 282 16 284 6 amp160 Theatrical Movies on TV 281 9 297 9 265 13 amp160 Music Videos ampamp Young Adult Reality Programs 278 10 286 13 269 12 amp160 Made for TV Movies 277 11 282 15 273 10 amp160 Broadcast Network Evening News 277 12 295 10 259 15 amp160 Documentaries ampamp Real Life Series 276 13 287 12 265 14 amp160 Cable Network News 276 14 298 8 251 18 amp160 Sports News Programs and nonlive sports programs 275 15 323 5 206 25 amp160 Primetime Variety Competition Shows 275 16 279 17 270 11 amp160 Daytime Talk Shows Oprah Ellen Rachel 272 17 259 24 283 7 amp160 quotDramadiesquot and Primetime Soaps 270 18 265 19 274 8 amp160 Late Night TalkEntertainment Programs 265 19 284 14 245 19 amp160 Early Morning Network TalkNews Programs 260 20 268 18 252 17 amp160 Daytime Soap Operas 253 21 250 25 256 16 amp160 Primetime TV News Magazine Programs 251 22 265 21 237 20 amp160 TV Game Shows 251 23 265 20 235 21 amp160 VideoonDemand 249 24 261 23 235 22 amp160 Infomercials 245 25 262 22 226 24 Weighted Average 284 amp160 300 amp160 271 amp160 Universe is among respondents who watch at least 1 hour of TV a day amp160 amp160 amp160 amp160 and regularly spend time with listed media amp160 amp160 amp160 amp160 amp160 amp160 A weighted average or mean was calculated to take into account differences amp160 amp160 amp160 in the number of respondent ratings for each media type amp160 amp160 amp160 amp160 amp160 amp160 Source Myers Emotional Connections Research on Audience Attentiveness to Advertising conducted online June 2007 by OTX 8000 respondents 15 to 64 in multichannel homes with 60 TV channels and viewing TV at least one hour per dayamp160

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New Report on Audience Attentiveness to Advertising in 25 TV Programming Genres

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