GSN Commissions Ball State University's Center for Media Design to Examine the Value and Benefits of Interactive Advertising

GSN Commissions Ball State University's Center for Media Design to Examine the Value and Benefits of Interactive Advertising

Ball State Researchers Will Prepare a Comprehensive Report Detailing How Interactivity Impacts Consumers and Advertisers - White Paper Study Due Out in First Quarter '06

SANTA MONICA, Calif., Dec. 12 /PRNewswire/ -- GSN, the entertainment industry's leading producer of interactive television with over 133 hours of programming a week, has commissioned Ball State University's Center for Media Design (CMD) to produce a comprehensive report examining how people use interactive television in their daily lives. The results of this study, led by Mike Bloxham, Director of Testing and Assessment for CMD, will enable the advertising community to accurately evaluate the effectiveness of marketing through interactive television. The study was announced today by Chris Raleigh, Senior Vice President of Advertising Sales, GSN. Results from this study will be released in February.

Since 2002, GSN's programming has triggered over 25 million iTV plays. In the same period of time GSN has featured over 166 separate advertising campaigns with 34 different companies, in 17 major advertising categories highlighting over 80 brands. GSN's efforts have included work with such advertising categories as pharmaceutical, automotive, travel, retail and packaged goods. Consumer engagement has increased every year with the average interactive viewing time increasing from 24 to 35 minutes -- a 46 percent increase from 2002 to 2005.

"By commissioning this study, we're hoping to better understand how consumers interact with brands. As the leader in this space it is up to us to establish its value for our customers. This report will benefit the entire ad community when the findings are released detailing consumer engagement toward brands in the iTV environment," said Raleigh.

Raleigh chose Ball State University's Center for Media Design to oversee the project due to its legacy of groundbreaking behavioral research-most notably the Middletown Media Studies, which analyzed consumer interaction with media throughout their daily lives. CMD is also heavily engaged in research into the impact of interactivity in media.

"I found this project really exciting as the television industry is beginning to fully embrace interactivity in many forms. Through this study, we will look at the entire consumer experience as it relates to programming and advertising, including the whys and hows of engagement. When this study is completed, GSN will be able to combine the results of our work with the data already held to 'write the book' on two-screen interactive advertising," emphasized Bloxham.

About GSN

GSN, the Network for Games, is the only U.S. television network dedicated to game-related programming. The network features game shows, reality series, documentaries and casino games. As the industry leader in interactivity, GSN has allowed viewers to play-along with on-air programming via their computers and GSN.com since 2002. Reaching more than 57 million Nielsen homes, GSN is distributed in the U.S. through all major cable systems and satellite providers. The network is jointly owned by Sony Pictures Entertainment and Liberty Media Corporation. For further media information, visit GSN's press website at corp.gsn.com.

About Ball State University and the Center for Media Design

Ball State University, located in Muncie, Ind., is the third-largest public university in Indiana, with more than 18,000 students. Originally a private teacher training school when it opened in 1899, Ball State became a university in 1965. The 1,035-acre campus in Delaware County is an hour's drive northeast of Indianapolis.

The Center for Media Design is an R&D facility focused on the creation, testing and practical application of digital technologies and content for business, classroom, home and community. The center's Middletown Media Studies have garnered international attention for their comprehensive observational approach to measuring consumers' daily interactions with and exposure to media.

-GSN-

Source: GSN

CONTACT: Cindy Ronzoni of GSN, +1-310-255-6933, cronzoni@gsn.com; or
Michael Bloxham of CMD, +1-765-285-0127, mbloxham@bsu.edu

Web site: http://corp.gsn.com/

-------
Profile: intent