Viacom Rolls Out Viewer Attention Study

In the US, broadcast and cable company Viacom has launched a new study to analyze how different forms of entertainment impact viewer attention.

Viacom's media brands range from films and TV programs to apps and games, for audiences in 180 countries. Its networks include names such as Nickelodeon, Comedy Central, MTV, Channel 5 (UK), and Paramount Channel, which reach a cumulative 3.4 billion television subscribers worldwide.

The new Attention Study was led by the company's Scratch research and design division and conducted among 2,667 respondents. Viacom says it 'applies the science of attention to the marketing discipline', and includes input from biometric audience analysis, quantitative surveys and interviews with expert practitioners.

To further develop the study, Viacom has formed partnerships with Yale Center for Customer Insights to conduct new research surrounding intent, aspiration, and media consumption; and with Spotify to apply advanced insights to user engagement with content and experiences.

Anne Hubert (pictured), SVP and Head of Scratch, comments: 'We know our audiences better than anyone in the world, and this Attention Study helps frame the job of marketers, brand builders and content makers in the economy of attention in which we are all operating. We have to move beyond simply counting eyeballs, clicks, ads viewed, and impressions delivered, and begin to value the mark made because of experiences delivered in all the places where consumers engage'.

Web site: www.viacom.com .