Key Issue Forum - Improving Creative Impact: "High Viewer Engagement: Friend or Foe of Advertising?"
This study explores the often theorized but seldom tested relationship between program engagement and advertising effectiveness. The findings address both theoretical issues as well as empirical results that offer greater insight about this important topic.
Peter Daboll – CEO, Ace Metrix
Michael Curran – Ph.D., Director of Insights and Analytics, Ace Metrix
Caryn Klein - VP, Research and Insights, Time Inc.