Harris Tool Links TV Engagement with Purchasing

Harris Interactive has launched an insight tool which it claims analyses the relationship between the TV programs viewers watch and the brands they buy.

The new MediaAmp tool has been developed to link brand equity with emotional connection in order to predict future purchase behavior.

Brand and program engagement data is combined into one single source from two of Harris' syndicated studies: EquiTrend and Multi-Screen Engagement (MSE). EquiTrend audits brand health among 1,200 brands in 42 categories, rated by 20,000 US consumers. MSE is a cross-platform survey measuring audience engagement with more than 220 prime time TV programs across 65+ networks and 70+ web sites.

The firm says bringing together data from consumers/viewers who have completed surveys in both studies has shown that those who are the most engaged with a given TV program across multiple screens are also much more likely to be engaged with the commercials that sponsor that program.

'MediaAmp is not only able to help advertisers locate the TV programs that captivate brand loyalists, but is also able to identify those programs that are viewed by those with various degrees of loyalty to competitors' products - thus informing creative decision-making in addition to media planning,' explained Jeni Chapman, EVP, Global Brand & Communications Consulting.

Web site: www.harrisinteractive.com .