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Brand-to-Media Engagement AssessmentsCalculating Brand-to-Media Engagement for Television Show OptionsA two-phase research program was implemented to determine:
The data were analyzed using the Brand Keys algorithm to identify the top four drivers of brand loyalty in the energy provider category, KeySpan's overall brand equity score based upon its performance on the four drivers when independent of any specific TV media context (calculated to be 115), and KeySpan's overall brand equity score (calculated to be 4.81 when independent of any specific TV show) when in the context of each of the six TV shows. As a result of the above measures, the KeySpan brand-to-media engagement assessments were determined. Phase Two: This phase determined the effects of each of the six TV show options on KeySpan's ad awareness scores and on target audience ratings of the brand. This was done by inserting a current 30-second TV commercial for KeySpan into actual representative episodes of each of the six TV shows, and then conducting a standard clutter-exposure copy test that measured ad awareness and KeySpan brand perceptions after exposure to the program in which the KeySpan ad appeared. The same KeySpan TV commercial "No Heat" was inserted into all six programs 16-17 minutes into the show. From Phase One, KeySpan's brand equity scores if advertised on each of them were found to be as follows:
The KeySpan commercial was tested among six separate samples of 100 KeySpan target audience members apiece via central location tests, again in KeySpan's New York service area. The respondents were screened for awareness of the shows and were asked to watch one of the six shows just as they would do if they were at home. A series of questions then elicited data in two areas: 1) Category-aided awareness of the KeySpan commercial, and 2) ratings of the KeySpan brand on eight category attribute statements utilizing a 7-point rating scale, the average of the eight ratings yielding an overall brand rating. Brand-to-Media Engagement Effects: Table 1 shows the Phase One Brand-to-Media Engagement scores for the TV shows that were also included in Phase Two, along with the KeySpan ad awareness and attribute rating scores that were produced by the TV program options.
As shown by the following chart, there is an almost perfect correlation between the Brand-to-Media Engagement scores that KeySpan had received in Phase One, and the category-aided ad awareness it received in the actual TV shows included in Phase Two. 
There was also an almost perfect correlation between the brand equity scores that KeySpan had received in Phase One of the research and the mean brand attribute ratings it received in response to the TV shows included in Phase Two. 
But whatever the media, the Brand-to-Media Engagement Model proves that media planners can now be armed with a new, highly effective metric that can result in superior media plans for their brands, and attendant increased levels of connectivity and effectiveness for their clients. And they can now do it before they spend their money! | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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