Simmons Research unveils Multi-Media Engagement study.

Simmons Research unveiled plans for its new National Multi-Media Engagement Study, a measurement system that will provide ratings of the cognitive, behavioral and emotional involvement consumers have with media.

Simmons is developing this measure of engagement to help marketers meaningfully communicate with the consumer. Brand advertising, as well as the media environments supporting that advertising, must resonate on key dimensions that result in an “engaged” prospect or customer.

“Advertisers are looking for meaningful and quantifiable information that will help them understand whether they are truly making a connection with the consumer,” said Chris Wilson, president and COO of Simmons Research. “Traditional metrics of ‘counting eyeballs’ is no longer good enough as simple media exposure does not equate to how a person thinks and feels about programming and commercial content.”

It is the first strategic planning tool that will enable marketers to evaluate consumer engagement levels both within a single medium as well as across multiple media channels. The study will measure and report on several hundred individual media vehicles across broadcast and cable television, Internet and print properties in both English & Spanish. By using this unique design, the study will allow clients with sophisticated mixed media strategies to better understand the synergies between media channels.

In addition, Simmons will also link results to the myriad product and media usage behaviors and lifestyle descriptors in its Unified National Consumer Study. This will permit subscribers to look at engagement levels for both English and Spanish language media vehicles and consumers. Simmons will provide the metrics and the platform for marketers to identify on which specific dimensions consumers are most engaged and how they can tune content, programming, creative and message strategy to drive ROI.

“Industry demand for credible, independent sources of Engagement research, especially across media and content, continues to grow at an unprecedented rate,” according to Michael Pardee, senior vice president, research, Scripps Networks, Inc. “This is the opportune time for the industry to have access to robust sources of quality research to help us all better define the mechanics of engagement and which aspects and attributes are most relevant to efficient and effective marketing communications.”

The full study launch is scheduled for Fall 2006.