Is "Attachment" The Magic Metric?

What’s the best way to predict whether a TV show succeeds? It’s all about “emotional attachment,” according to Gary Reisman, co-founder and CEO of metrics firm NewMediaMetrics. Put another way, “Engagement and pull, I predict, are going to be king … which then leads to reach,” Reisman told attendees of MediaPost’s Video Insider Summit on Friday.

Predicting future hits based on current consumer attachment -- or engagement, and consumers’ willingness to “pull” in content -- is what NewMediaMetrics is working on, these days, according to Reisman.

Brands, meanwhile, need to appreciate “attached” consumers as their most valuable constituency. Says Reisman, they’ll buy your products more often; care less about price; go deeper into your product lines; and will be two-and-a-half times more likely to pay attention to your advertising.

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