Two studies have concluded that the National Geographic Channel scores the highest on consumer engagement, according to a report by Ad Age. The high scores seem to be connected to its very specifically defined content. It's another way of saying its niche focus.
This has to thrill National Geographic executives as it gives them great leverage when negotiating advertising prices. The percentage of the two studies revealed 45% of consumers were engaged throught the National Geographic experience.
Rich Goldfarb, senior VP-media sales at National Geographic Channel, says, "This is another validation of many sources of information that place our channel toward the very top of the heap in terms of all the qualitative attributes that viewers and consumers attach to their usage and viewership of our channel and digital extensions."
That's a complicated way of saying that consumers like the quality of the channel, and it confirms that the information they offer is consumed across all the ways they offer it; whether television, Internet or any other means through which their product is consumed.
They determined engagement by asking 19,288 adults "how often they read, view or visit the magazine, cable network or website; whether they look forward to the time they spend with it; if they find it entertaining, trustworthy, informative, authoritative and enjoyable; and if they notice the ads and find them useful."
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