SNTA releases engagement, pod position studies

SNTA recently released two presentations at NATPE:  an updated engagement presentation (following the presentation released last NATPE which measured, with the help of E-Scores, viewers’ emotional connections with syndicated television personalities) and an updated survey from SNTA members (discussing syndicated pod positions). 

In an E-Score analysis of awareness and affinity among Adults 18-49, research finds that viewers form deep emotional bonds with syndication’s stars. Syndication scored higher than television personalities, on average, across six key attributes of engagement: Awareness, Identify with, Influential, Intriguing, Stylish, Trendsetting and Trustworthy.

These emotional connections, the study said, lead to increased commercial receptivity. The study claimed syndication’s viewers are 20% more ad receptive, with a Relative Targeting Index of 120 for Syndication and 96 Network Prime.

Syndication was shown to have more “A” positions than network and cable; a higher percentage of “first-minute” commercials in any break and shorter breaks than prime network and cable.

Syndication was shown to have 3x to 6x More “A’s” than Network or Cable. Syndication had 86% “First-Minute” positions and 3x to 4x more “A/B” commercials than network or cable.

Syndication also has shorter breaks, at just over two minutes in length. These findings are consistent with MAGNA Global analysis that syndication’s Average Commercial Pod Length for 1/2 hour shows was 2:28; 2:45 for Network Prime and 3:01for Cable Prime.

Syndication retains 95% of its program ratings during commercial breaks, while Network Prime loses 29% of its program ratings.

Add to: del.icio.us | Digg