• October 25, 2010

Sundance Channel Monday unveiled a new advertiser-focused audience metric dubbed MIM, or the measurement innovation metric, as a method for measuring the qualitative impact of an advertiser's campaigns across multiple networks, regardless of whether they are traditional TV spots or branded content. Commissioned by Sundance Channel and developed by NielsenCo., Sundance said MIM "calculates audience loyalty and engagement as well as receptivity to advertising."

For each campaign, a MIM score is applied, allowing advertisers to qualitatively measure the level of ad effectiveness of a campaign, beyond the scope of traditional ratings.

"We developed MIM to give advertisers a universal metric to measure the effectiveness of their advertising, including branded content, across their entire television marketing campaign," stated Evan Shapiro, president, IFC & Sundance Channel.  "As a proven leader in branded content, we wanted to lead the way in developing a next generation measurement tool for advertising content, and we're proud to work with Nielsen on this initiative."

To determine viewer loyalty and engagement within a branded environment, Sundance said Nielsen will survey 3,000 online respondents to develop a MIM score for targeted advertisers that measures both behavioral and emotional attitudes towards the network.  The behavioral calculation compares frequency and quantity of viewership (Nielsen National People Meter Ratings data).  Emotional interest and attitudes are measured by weighing several variables such as loyalty, affinity and brand perceptions towards the network.  By combining the results of both levels of viewership and engagement, an integrated score is created that accounts for all levels of viewer involvement within a branded environment and can be compared to competitive networks.