MTV Networks (MTVN), a unit of Viacom, today announced it entered into a contract with IAG Research (IAG), the TV ad effectiveness ratings company, who will license its full suite of network data products for MTV and VH1. IAG's syndicated service measures consumers' engagement with TV programs, advertising and product placement.
"With IAG's engagement research, we're now able to get our marketing partners closer to the true R.O.I. on their television ad spend than ever before, with more information, more data points and more accountability for MTV and VH1," said Hank Close, President, U.S. Ad Sales, MTVN. "Our ability to deliver dynamic insertion through our Visible World agreement, and our ability to measure engagement levels through IAG will make our efforts to re- create the commercial experience a winning proposition for clients."
IAG measures actual viewer response to ads and product placements, in- program, every night as they air. The company's program engagement service covers every TV program, every night over several of the leading television networks. IAG currently measures MTV and will begin measuring VH1 in fall 2007.
"MTVN's partnership with IAG provides a terrific opportunity for us to shape the dialogue around the delivery of engagement level data to advertisers," said Colleen Fahey Rush, Executive Vice President, Research, MTVN. "Our devotion to the consumer drives us to understand and measure audiences in every possible way, and subscribing to IAG's program engagement service was a logical addition for us."
"We are really pleased that MTV Networks has selected IAG to measure viewer response to their programs, advertisements, and product placements," said Rachel Mueller-Lust, Executive Vice President, Networks of IAG Research. "We look forward to working closely with the MTVN team as they integrate IAG data into their sales process with advertisers."
Source: Viacom
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