Engaging Audiences

Engagement has been a buzzword in the media world for a number of years, and although most agree that engagement is positive for media brands, there is little agreement about what it comprises. Ipsos MediaCT has extensive experience in measuring and understanding media audiences and has worked towards developing their own approach to understanding how consumers engage with media brands.

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Although there might not be one definition of what engagement is, there is agreement that there are three different types of engagement; brand engagement, behavioural engagement and advertising engagement. It is the first of these that Ipsos MediaCT has focused on to understand how consumers engage with media brands, what is important in media brand choice, what drives loyalty within the media sector and to provide an overall score for media brand engagement that can be measured, compared and tracked over time.

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