Landmark Viewer Study Provides Insights Into Loyalty, Trust, Relevance and Ad Receptivity
Written by Simmons
06 Mar 2005
NEW YORK (March 7, 2005) - Simmons, the first and most respected
authority on the behavior of the American consumer today announced that
it has been chosen, for the second straight year by Scripps Network to
produce their Viewer Engagement Study.
Simmons has replicated its award-winning study on viewer engagement
with cable and broadcast television networks by extended the research
to cover more networks and new metrics. Developed to assist the media
industry in determining the value of their audience to advertisers, the
Viewer Engagement Study provides the most up-to-date and in-depth
insights into gauging network appeal, relevance, trust and receptivity
The study, conducted this winter, demonstrates the level of engagement
between adult viewers of 49 leading cable and broadcast channels - up
from the 35 networks included in last year's study. Respondents rated
the networks they watch on a variety of affinity and engagement
measures, exploring the relationships viewers have with the networks
they watch regularly, that ultimately result in advertising
effectiveness. New metrics also were introduced to probe deeper into ad
receptivity and impact. Among the viewer attitudes toward each channel
that Simmons measured:
- "It inspires you to try or do new things."
- "It provides information about quality products and services."
- "The ads are relevant."
- "You can trust the products advertised on this channel."
- "You are more inclined to buy products and services on this channel."
The results are based on telephone interviews with 1,740 adults 18-54
years of age, who participated in the Fall 2004 wave of Simmons'
National Consumer Survey of more than 25,000 Americans. Simmons
developed the Viewer Engagement Study in conjunction with Scripps
Networks, who five years ago began developing this unique approach to
studying the advertising value of different audiences. With input from
the advertising industry, researchers at Scripps developed questions
that explore 24 advertiser relevant attributes of viewer involvement,
and Simmons provided the survey expertise to make the study
statistically sound and impartial. The 49 measured networks consisted
of both cable and broadcast networks, including Scripps-owned
properties (HGTV, Food Network, DIY Network and Fine Living). For the
survey, respondents rated networks they watch once a week or more on
how well each of 24 statements describe how they relate to the network.
"We are excited to be working with Scripps Networks again and that they
chose Simmons for the second consecutive year to manage their Viewer
Engagement Study," said Chris Wilson, president of Simmons, an Experian
Company. "We have a tremendous amount of experience conducting unbiased
custom studies in affinity based measurements to demonstrate the value
of the audience beyond the total number of bodies that show up in their
As one of the oldest and most respected providers of research on the
American consumer, their product usage, media usage and psychographics,
Simmons brings to this research the statistical expertise and
independent objectivity required of a study of this magnitude. This
reputation prompted Scripps to select Simmons to design and execute
Simmons, an Experian Company, is America's leading provider of consumer
product purchase, shopping and media usage behavior, as well as
detailed demographic, psychographic, lifestyle and attitudinal
descriptions. Simmons surveys more than 30,000 people annually to
produce the National Consumer Adult, Teens and Kids Surveys. Each of
these reports provides individual and household information on
approximately 8,000 brands in more than 450 data categories. Simmons'
proprietary BehaviorGraphicsTM and other segmentation systems provide
unique and powerful capabilities to segment consumers by lifestyle,
attitudes, shopping frequency and volume, price preference,
entertainment consumption, media usage and myriad other descriptors.
For more information, please visit us at www.smrb.com or contact
Matthew Besler at 224.698.4415 or
Experian is a global leader in providing information solutions to
organizations and consumers. It helps organizations find, develop and
manage profitable customer relationships by providing information,
decision-making solutions and processing services. It empowers
consumers to understand, manage and protect their personal information
and assets. Experian works with more than 50,000 clients across diverse
industries, including financial services, telecommunications,
healthcare, insurance, retail and catalogue, automotive, manufacturing,
leisure, utilities, property, e-commerce and government. Experian is a
subsidiary of GUS plc and has headquarters in Nottingham, UK, and Costa
Mesa, California. Its 12,000 people support clients in more than 60
countries. Annual sales exceed $2.5 billion.
Experian acquired Simmons Research in October 2004. Simmons is a
leading provider of syndicated research information on what American
consumers buy, where they shop, their attitudes and lifestyles and the
media channels they use.
For more information, visit the company's web site on www.experian.com.