Each campaign has an MIM score given to it. Sundance said that score allows for insight into "audience loyalty and engagement as well as receptivity to advertising."
Nielsen will come up with a MIM score by surveying 3,000 people online; calculations take into account audience response as well as reach and frequency.
"Rather than measuring viewership alone, MIM uses a mix of quantitative and qualitative data to gauge the overall effectiveness of a campaign," stated Daniel Marcu, vice president, research, IFC & Sundance Channel. "While 'ROI' and 'engagement' have been buzzwords in the last few years, we're excited to be the first to introduce an actual metric that proves both."
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