Television

Interactive programme guides helpful, says study

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/19/Untitled-1_27.jpg?itok=UmWsP3at

CALIFORNIA: Interactive programme guides (IPG) are a powerful and effective advertising delivery vehicle, generating recall levels consistent with print advertising or television commercials.

According to an advertising effectiveness study conducted by IPSOS-REID, a leading industry advertising research firm, test advertising among Gemstar's TV Guide International (TVGI) households generated lifts in recall levels consistent with print advertising or an investment of between 200 to 400 Targeted Rating Points (TRP's) on television commercials. The benchmark market research initiative included six major brands that advertised on the IPG over a period of two weeks.

The study measured the effectiveness of advertising on TV Guide Interactive (TVGI) - one of the company's interactive programme guides (IPG) currently deployed in more than eight million digital cable set-top boxes in the US. The results were based on three key effectiveness measures that advertisers use as standard metric proofs of performance -

Related Recall specific to TVGI (asked to playback ads seen on TVGI and prove recall by noting elements contained within the ads);

Prompted Recall/Brand Recognition (asked to recognise the TVGI advertised brand when prompted with specific ad descriptors);

Related Recall across all media (asked to describe ads recalled for specific brands across all media. After this the level of elements associated with TVGI test ads was isolated).

The effectiveness of TVGI as an alternative medium for advertising was demonstrated on all three recall measures asked in this study. The study concluded that TVGI advertising represents an opportunity for advertisers to recapture the attention of viewers who regularly switch to TVGI during commercials and are less likely to see traditional advertising.

About two-thirds (66 per cent) of TVGI users surveyed in this study use the IPG (most of the time/always/sometimes) when a commercial comes on the channel they are watching. Further, ad recall rates are higher among those most likely to use TVGI during commercial breaks. The fact that one must focus specifically on the Guide in order to use it appears to contribute to the stronger than expected results (for a secondary media) achieved.

A total of 1,174 interviews were conducted among adults, 18+, 587 pre-advertising and 587 post-advertising.

Gemstar-TV Guide International is a global technology and media company focused on consumer entertainment. The company has three major business sectors: the Technology and Licensing Sector, which is responsible for developing, licensing and protecting the company's intellectual property and technology; the Interactive Platform Sector, which derives recurring income from advertising, interactive services, content sales and e-commerce on the Company's proprietary platforms, including IPG, tvguide.com.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/BARC_1%20%281%29.jpg?itok=4rZPuncb
Star Plus & Sony Pal continue to dominate GEC market

In week 11 of Broadcast Audience Research Council (BARC) India data, Star Plus continued to led both the market Urban and (U+R). Sony Pal maintained its leadership position.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/25/SWAMI.jpg?itok=RVOfsNYz
Depute law officer to probe NDTV tax case, Swamy urges FM

Rajya Sabha MP Subramanian Swamy has recommended through his Twitter handle that the finance ministry should field a Law Officer with the integrity to challenge NDTV's income tax case of Rs.525 cr failing which it would have to face protest by him (Swamy.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Shots-Fired%20%281%29_0.jpg?itok=Mdip66Cr
'Shots Fired' starring Hunt to debut on Star World Premiere HD

Star World Premiere HD turns up the drama this month with the gripping limited TV series ‘ Shots Fired’ that will exclusively air on the channel every Saturday, 10pm starting 25 March.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/master%20%281%29.jpg?itok=G0-nG5vY
Barbie reaffirms ‘You can be anything’ with MasterChef on Star World

Barbie’s message of You Can Be Anything is going to spread far and wide, reaching out to moms and kids, with Barbie’s latest association as the presenting sponsor for popular TV series – MasterChef U.S. Junior season 5 that will air every Sunday at 9pm on Star World and Star World HD.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/ndtv%20%281%29.jpg?itok=_sClALIX
NDTV back with 'Get The Look' with Ambika Anand

One of India’s premier lifestyle channel, NDTV Good Times, is back with its fashion makeover series ‘Get The Look’ with Ambika Anand. The longest running fashion makeover show on Indian television is donning a whole new avatar this season, as it celebrates Cutting Edge Indian Style by exploring...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/roy%20%281%29.jpg?itok=__3FJj_i
NDTV India ban reversal: Centre wants apology, counsel seeks time from SC

The Central Government on Friday told the Supreme Court that the one-day blackout order against New Delhi Television Ltd (NDTV) India will be reversed only when the channel offers an apology for its coverage of the Pathankot militant attack on 2 January last year.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/raghav-bahl%20%281%29.jpg?itok=5kSEgS_c
Raghav Bahl favours 'reverse mentoring' in media, awaits licence to start channel

Senior media professional Raghav Bahl believes senior editors need to encourage the thoughts of young journalists as "their perspective towards news is different and connected to the new-age digital readers."

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Sidhu%20and%20Prasana%20Krishnan.jpg?itok=Fa3HzH4E
IPL: Sony will have Telugu, Tamil & Bengali feeds, non-committal on Sidhu

MUMBAI: Sony Pictures Networks India is planning to inject adrenaline into the 10th season of the annual cricket fever beginning 5 April. Having over 361 million viewers glued to the screens during the last season, Sony network will continue to have Telugu feed for this year’s edition as well. The...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/greenhouse-key_0.jpg?itok=_tVCfSqC
Keshet & Ananey bring teen & kids series to India

NEW DELHI: Global production and distribution powerhouse Keshet International (KI) and Ananey Communications Group have partnered to bring teens', tweens’ and kids’ series to the global market in KI’s first foray into the genre.

Television TV Channels Kids

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories