GSN has commissioned Ball State University's Center for Media Design to study how people use interactive television in their daily lives.
The network said the report’s results “will enable the advertising community to accurately evaluate the effectiveness of marketing through interactive television.”
GSN said it produces more than 133 hours of interactive-television programming per week, and its fare has triggered more than 25 million plays since 2002.
“By commissioning this study, we're hoping to better understand how consumers interact with brands,” GSN senior vice president of advertising sales Chris Raleigh said in a prepared statement. “As the leader in this space, it is up to us to establish its value for our customers. This report will benefit the entire ad community when the findings are released detailing consumer engagement toward brands in the interactive-TV environment.”