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The effects of authentic and engaging content on viewers and brands

Updated: Apr 4, 2023

We wanted to share with you some research we have about what “high engagement” means to viewers and brands.


New independent quantitative research from Momentive in the US around Season 1 of FIXING US on NBC shows what sponsorship of content that inspires people to engage with their health actually means for viewers and brands.


Following the success of Season 1 of FIXING US on NBC, which delivered for its sponsor over 69 million viewer impressions, independent quantitative research from the US measured the impact of sponsored FIXING US TV and short-form content and integrations on viewers and the sponsor’s brand.


A CHALLENGE WITH CREATING CONTENT THAT INSPIRES AND PROMOTES ENGAGEMENT


One of the challenges faced with creating authentic content - designed to inspire people to engage with their health and relate to consumers and patients more than traditional communications - is a need to attribute quantitative measures for these claims. There is a need for accountability, ensuring research is robust and independent, across a range of measures that can be analyzed to support outcomes and ROI.


FIXING US is not new to accountability, having previously demonstrated that 100% of its patient journeys led to “demonstrable health improvement” and 77% led to “‘transformative health improvement” for participants, and that its content and forums have helped to improve e-health retention rates to 84% after 180 days.


New independent research from Momentive provides valuable pre- and post-campaign data relating to awareness, likelihood to act, engagement and favorability from sponsorship and broadcast of Season 1 of FIXING US on NBC. The series comprised a range of half-hour TV shows with short-form content, vignettes and activations.


FIXING US INCREASED AWARENESS, INTENT & FAVORABILITY


Despite the sponsor being a leading brand with an established diabetes management product, the sponsored FIXING US series resulted in a significant uplift in measures amongst 18+ Adults for awareness (37%), intent (120%) and favorability (77%).


Source: Momentive Audience Panel (18+) / CensUSBalanced (Adults 18+)


Brand awareness increased by 37% from 38% to 52%, a marked increase in awareness versus levels of other non-FIXING US related marketing activity. This increase was even more pronounced for intent scores, measuring those who would consider using the brand, which increased by 120% from 30% to 66% - likely to be helped by the authenticity and relatability of content that maximizes relatability.


One of the ways that organizations gain an understanding of the emotional closeness between their brand’s solutions and their consumers is via measurement of favorability – a measure that increased by 77% from 35% to 62% as a result of sponsorship of, and integration into, the FIXING US content.


NOT ONLY INSPIRING PEOPLE TO ENGAGE, BUT TO ENGAGE IN A CERTAIN WAY


FIXING US inspired people to engage with their health and take action. 89% of viewers reported a positive effect upon their health and wellness decisions as a result of viewing FIXING US content, with a significant 69% of all viewers saying that FIXING US had a “strong positive effect” on them.


Source: Momentive Audience Panel (18+) / CensUSBalanced (Adults 18+)


The inspiration to engage was not the most eye-catching finding of the research. 94% of viewers claimed they were likely to research or seek out more information on a specific health condition as a result of the content, with 72% saying that they were “very likely” – demonstrating not only inspiration to engage but inspiration to engage with a specific condition, product or service.


SEASON 2 OF FIXING US IS RETURNING TO NBC IN 2023


After the success of Season 1, Season 2 of FIXING US on NBC is now in development for broadcast in 2023 in addition to a range of content for integration into NBCU channels as well as lifestyle, sports and news programming.


FIXING US creates authentic health-engagement local and international content and provides tech tools and events from chronic conditions to acute hospital treatment, rare disease, women’s and men’s health, employee wellness, fitness, nutrition and med-tech as well as specialist arenas such as wound-care, immunology, emergency care and cosmetic treatment across 5 continents.


If you want to learn more about how we can help you and your brand with sponsorship and integration opportunities relating to FIXING US on NBC, please get in touch. We understand inspiration, engagement and the power of authentic content, and we'd love to hear from you.




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