Engagement Barometer

Understanding TV viewers’ connection with and loyalty to TV content

Why are TV viewers engaged or disengaged regarding TV content and who are these viewers? How is engagement with TV media manifested compared to online?

In the face of an evolving audio-visual landscape in France and the new ways to consume media, as well as highly fragmented uses (and audiences), the notion of engagement is a key concept in nurturing the loyalty of increasingly fickle TV viewers. To meet this challenge, the Engagement Barometer helps us to better understand the multifaceted notion of viewer engagement, via the active association that viewers maintain with programmes before, during and after broadcast.

Engagement Barometer can be used to analyse viewer engagement with TV programmes

  • Identify and prioritise the engagement drivers for TV content as well as any potential obstacles
  • Develop a behavioural typology to create viewer groups according to their TV usage, involvement and interactions with the programmes
  • Position a channel's viewers within this typology, subject to sufficient respondent databases (proprietary access)

The Engagement Barometer relies on the Touch by Médiamétrie mobile app to ask panellists about their associations with TV content. Each year, we interview a sample of over 1,500 people representative of the television-equipped French population. The common core is accessible to all subscribers, and the option exists to include specific questions to produce proprietary results.

The Engagement Barometer is presented as a report showing the main results of the study through graphics. The report is structured thematically and analytically to highlight the main lessons from the study as well as our recommendations.

Annual basis (field surveys in June and results in October).

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Ad Hoc Flash focus: exploring TV viewer engagement with a given programme

  • Producing a report into the reasons for engaging with a programme that has been successful. And conversely, the reasons for abandoning a programme whose audience figures are in decline
  • Adapting the content, scheduling or coordination surrounding the programme studied

The Ad Hoc Flash focuses are based on a qualified database containing several thousand reporting viewers for the various programmes aired during prime time and late-evening time slots.

Ad hoc study conducted upon request. The deliverable of this tailor-made study incorporates all of the questions raised at the briefing.

Confidence interval calculus

Sample size or target in the sample

n =

Proportion observed in the sample or on a target in the sample

p =

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

Test of significance of the differences between two proportions

Used to assess whether the difference between 2 proportions is significant at the 95% threshold

Proportion

Sample size

1st sample

%

2nd sample

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

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