Audience engagement and aspirations
-Mapping En-Spiration for Chinese audiences

At present, advertisers can obtain the objective media data for marketing reference or assessment from research companies. However, qualitative insight into media marketing effects cannot be discerned from TV Ratings, Radio Ratings, Readership, Internet or cross media data. A new survey methodology from CSM and R3 called En-Spire sets out to do this.

What is En-Spire? En-Spire is the abbreviation for the English words “Engagement” and “Aspire”. This project is built to measure the audiences’ engagement and involvement in different methods of marketing across different types of media content. With this research we look to identify the elements that audiences truly desire to interact with. Our aim is to show advertisers audience engagement and involvement in various marketing methods across a variety of media to provide a more complete reference for the matching o events and activities, TV programs and celebrities to brands.

1. Measuring audience engagement and involvement to identify qualitative marketing effects.
The En-Spire Research program will provide the data regarding audience attention levels, content recall, recommendation indexes and other measures to more clearly understand audience engagement and involvement in marketing activities. En-Spire will provide deeper evaluation reference points for marketing and new insight into media engagement. Here’s an example; several shows might have the same or similar ratings but which ones are consumers really engaged with? What media is really building the strongest connections, becoming a real favorite? TV program En-Spire analysis can give us a clearer reference to make such a decision. Based in respondent answers to questions we see some common themes and differences in terms of program engagement from across the 10 cities’ we measured for En-Spire. The hot TV drama The Legend of Bruce Lee、NBA and Happy Camp took the top 3 places overall based on audience impact/interaction. Programs such as ZhuGuangBaoQi、XinWenRiRiDi、DiYiXianChang、XinBeiFang which were broadcast primarily on city channels also received high audiences engagement and involvement scores in local markets.

The attention score for ZhuGuangBaoQi is 4.9, ranking it the highest of the TV program engagement scores. The score of 4.9 indicates that people who watched ZhuGuangBaoQi can remember 4.9 different pieces of information about the content or show elements with no prompting. While we found that for The Legend of Bruce Lee of all the people who watched the show 72.2% would recommend this program to others. For ZhuGuangBaoQi the score is 93.7%. The attention score for another show called Happy Camp is also very high at 4.5 different pieces of information on average being recalled. The shows stars drive this with many mentioning Hejiong and Xiena but additionally many people clearly see the show as lively and funny in their comments. On a final note of all the people who are engaged in Happy Camp’s 14% were able to tell us that the sponsor of this TV program was Yili.

2. Identifying aspirations Finding the aspiration through the surface
En-Spire is designed to help identify for advertisers what things consumer aspire to or want to be a part as well as collecting clear information on attention levels, content recall and recommendations to allows marketers to utilize more pertinent communication methods to attract attention. Results show us that engagement in TV programs and events have unique qualities and characteristics. Events mentioned vary dramatically city by city as would be expected. However some events like movies do cross markets and have some advantages for advertisers to consider. In our research the movie Painted Skin is the most mentioned event overall. Our exploration of events in other markets showed us that 37.5% of respondents in Hangzhou, mostly highly educated people are interested in attending the West Lake Expo. In most cases the focus is on factors like fashion and celebrities to attract consumers which may cause the neglect of interesting properties in markets that are strongly in demand and missing the true key point of matching up with consumer aspirations.

In En-Spire when we looked at aspirations related to celebrities we looked at them in 3 Categories, sport stars、entertainment stars and social famous people. We then focused on respondent engagement degrees toward these stars. We found that the celebrities people paid the most attention were still greatly affected by the past Olympics. Interesting when we asked people whom they would “most like to meet” we saw quite different answer from different types of people.

3. En-Spire Mapping, enhances marketing pertinence
Audience engagement and involvement and aspiration are the key focus of the En-Spire data. We work to match this information with advertisers focus and direction to help improve advertiser pertinence throughout their marketing activity. How? Advertisers can more clearly identify what activities、programs and celebrities best fit their brand equity and objectives from engagement and aspiration information. In this way advertisers can enter into stronger relationships with their consumers by making sure the information they deliver comes from the right media vehicle or event, with the right person? En-Spire provides exhaustive information on potential activity, TV program and celebrity matches to support relationship building.

En-Spire’s matching analysis allows for links to brand attributes so that advertisers can select the different source run matches again. It can help advertisers to identify whether their asset is delivering a return on investment. It also helps advertisers to find more optional platforms, or make better decisions around their assets. In identifying which activities’ characteristics match their brand’s celebrities and how to select these celebrities and programs that best fit their brands relationship building begins building brand image and equity more strongly.

Figure 1 provides two specific cases of this application.

find out the right stars ←←←→→→ manage your asset

Figure 1. En-Spire Figure and application.

If you need more information for En-Spire, please contact with:
Matthew Brosenne, mattbro@csm.com.cn Daisy Yang, yangkeqing@csm.com.cn