Sundance Channel, working in conjunction with Nielsen, had developed a new means for sponsors to gauge their return on investment.
The Rainbow Media Holdings service is now offering marketers a Measurement Innovation Metric, a qualitative tool assessing an advertising campaign's effectiveness across multiple networks, regardless of whether the campaign employs branded content or traditional advertising.
Sundance does not run traditional advertising, e.g. 30-second spots, and is not rated by Nielsen. The network does produce branded content and features PBS-style messages as in "Iconoclasts brought to you by Grey Goose," messaging behind one of its long-running series.
The MIM aspired to calculates audience loyalty and engagement ,as well as receptivity to advertising. For each campaign, a MIM score is applied, allowing advertisers to qualitatively measure the level of ad effectiveness of a campaign, beyond the scope of traditional ratings.
"We developed MIM to give advertisers a universal metric to measure the effectiveness of their advertising, including branded content, across their entire television marketing campaign," said Evan Shapiro, president, IFC & Sundance Channel, in announcing the tool. "As a proven leader in branded content, we wanted to lead the way in developing a next generation measurement tool for advertising content, and we're proud to work with Nielsen on this initiative."
To determine viewer loyalty and engagement within a branded environment, Nielsen will survey 3,000 online respondents to develop a MIM score for targeted advertisers that measures both behavioral and emotional attitudes towards the network. The behavioral calculation compares frequency and quantity of viewership (Nielsen National People Meter Ratings data). Emotional interest and attitudes are measured by weighing several variables such as loyalty, affinity and brand perceptions towards the network. By combining the results of both levels of viewership and engagement, an integrated score will be created that can be compared to competitive networks.
Meanwhile, viewer ad receptivity is measured in two categories. The first assesses viewers' overall receptivity to advertising (i.e. Is the viewer open to watching commercials? Do they fast forward? Do they rely on advertising for information?). The second gauges how the advertising fits overall within the network's brand environment. These two factors together generate a second score.
By combining the engagement and ad receptivity scores, a MIM score is generated which measures an ad campaign's effectiveness across multiple networks.