Of the 82,000 members of the demo surveyed by Nielsen IAG, 75 percent reported that they found Bravo’s programming to be engaging to some extent
Since the year began, Bravo has emerged as television’s most engaging network among adults 18-49, according to a new study conducted by Nielsen IAG.
Of the 82,000 members of the demo surveyed by Nielsen IAG, 75 percent reported that they found Bravo’s programming to be engaging to some extent, giving the network an edge over CBS (74 percent), ABC (73 percent), The CW (71 percent), NBC (70 percent) and Fox (69 percent).
Bravo also surpassed the overall cable average (62 percent). Other nets in the top 10 were: VH1 (69 percent), TLC (66 percent), MTV (64 percent) and TBS (63 percent).
As Bravo viewers tend to be more engaged with the network’s programming slate, that attentiveness predictably spills over to in-program placement as well. Bravo ran away with the brand recall crown as it relates to product placement/integration, as 63 percent of those surveyed were able to identify an advertiser after having been exposed to that client’s brand within the context of a show.
On the placement/brand recall front, the closest competitor was Fox (46 percent). Product integration appears to be less effective on broadcast, as the five networks averaged a low 41 percent recall. Cable fared slightly better, averaging 53 percent.
Engagement falls off quite sharply one the commercial pods kick in, however. Generally, less than one-quarter of cable viewers said that they could recall a commercial message (19 percent), while broadcast recall evened out at 25 percent.
The CW nailed down the single highest commercial message recall result (27 percent), squeezing past Fox (26 percent), CBS (25 percent), NBC (25 percent) and Bravo (24 percent).
“This is even more evidence that high engagement and attention to programming translates into viewers remembering brand integrations and commercial messages,” said Tony Cardinale, senior vp, research and strategic insights, Bravo Media and Oxygen Media. “It’s consistent with other analyses we’ve seen that show that a high quality environment results in higher opinions of the brands within it.”
The Nielsen IAG study measured non-sports programming in prime time between January 1 and June 30.