If that's not engaging enough for you, the subject matter should be. The panel will try and move past the buzzword and give some real meat and definition to the whole engagement thing, and will give some real examples of things they're really doing to make engagement a real media metric - possibly even, the new ROI. That's return on involvement, of course, which has become industry code for return on a media investment.
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Actually, we'd like to take this opportunity to propose a very simple method of measuring engagement: Create a panel of comprised exclusively of DVR users. Fix it so that they can only watch TV on a near-live or recorded basis. If they watch the commercials, they're engaged. If they don't, well, then they are not.
RIFFIFICATION -- Thursday's column unfairly chided Nielsen Media Research for failing to take action on Nielsen's Independent Task Force For Television Measurement's report and recommendations on how Nielsen should fix its local people meter and minority audience measurement problems. We should have chided Nielsen on something else, because it has taken some actions, and has begun thinking about taking others. Those developments have been detailed in two separate progress reports. Click here to review the last one, issued in June.