Indiantelevision.com Team

(28 June 2007 3:38 pm)

MUMBAI: MTV Networks (MTVN) has entered into a contract with IAG Research (IAG), the TV ad effectiveness ratings company, which will license its full suite of network data products for MTV and Vh1.

IAG's syndicated service measures consumers' engagement with TV programs, advertising and product placement.

MTVN US ad sales president Hank Close said, "With IAG's engaging research, we're now able to get our marketing partners closer to the true ROI on their television ad spend than ever before, with more information, more data points and more accountability for MTV and Vh1."

IAG measures actual viewer response to ads and product placements, in-program every night as they air, states an official release. The company's program engagement service
covers every TV program, every night over several of the leading television networks. IAG currently measures MTV and will begin measuring VH1 in fall 2007.

MTVN EVP research Colleen Fahey Rush said, "MTVN's partnership with IAG provides a terrific opportunity for us to shape the dialogue around the delivery of engagement level data to advertisers. Our devotion to the consumer drives us to understand and measure audiences in every possible way, and subscribing to IAG's program engagement service was a logical addition for us."

IAG research networks EVP Rachel Mueller-Lust said, "We are really pleased that MTV Networks has selected IAG to measure viewer response to their programs, advertisements, and product placements. We look forward to working closely with the MTVN team as they integrate IAG data into their sales process with advertisers."

The announcement marked the second partnership MTVN initiated in the past two weeks to enable marketers to connect with their target audiences.

Last week, MTVN partnered with Visible World to give advertisers the ability to customize and target video ads in real-time across MTVN's U.S based TV channels and websites, including the MTV, MTV2, Vh1, CMT, Spike TV, Comedy Central, TV Land, Nickelodeon and Nick At Nite brands.