The Secret to Consumer Engagement that Media Buyers Don’t Know

Is your advertising strategy capturing eyes but not delivering on your business goals? In the fast-paced, noisy world of advertising, it's become increasingly clear that grabbing attention is only the first step. The true challenge lies in transforming that initial glance into enduring loyalty and repeat engagement. While programmatic advertising offers ease of use, precision targeting capabilities, and delivers on impressions, it may fall short in engaging truly loyal customers. High-viewability ad placements on made-for-advertising websites, which resort to high ad density, pop-ups, and autoplay to generate revenue, have trained consumers to ignore the ads they see. A study from Integral Ad Science shows that as global viewability trends upward, the time consumers spend actually viewing ads decreases.* This suggests that high viewability does not necessarily translate into meaningful impact or engagement. The critical question then becomes: How do we bridge the gap between high visibility and deep, meaningful engagement?

The Loyalty Factor

Let's tackle a truth that's often overlooked: All audiences are not created equal. The most valuable viewers are those who engage deeply, whose loyalty to the content translates into a stronger connection with your brand. It's these viewers who can propel your brand from simply being recognized to being preferred and even loved. This underlines the crucial importance of choosing platforms and content that have captured the attention of committed and passionate audiences.

Dramas on PBS — A Case Study in Loyalty and ROI

Consider PBS's leading drama, MASTERPIECE. This long-running, award-winning series has cultivated a loyal, passionate viewer base whose engagement levels, as a result, outshine the standard. The result for advertisers? Outstanding ROI metrics:

During their sponsorship term on MASTERPIECE…

• A large financial services company witnessed their brand awareness leap by 121% and purchase consideration surge by 129%***
• A top-tier luxury cruise line saw brand awareness increase five-fold and purchase consideration triple.***

What drives these compelling outcomes? The key is the audience. Among MASTERPIECE viewers, 66% are more inclined to respect corporate sponsors and 61% are more likely to purchase from sponsoring brands.**** This is in part because PBS viewers are uniquely attentive; 58% of PBS viewers say they are more likely to pay attention to sponsor messages on PBS than advertisements on other networks, or streaming services. It’s a clear indication that advertising alongside high-engagement PBS content doesn't just generate visibility, it fosters a genuine bond between your brand and our audience.

The PBS Advantage in Engaging Audiences

But how does PBS garner this audience attention in a crowded advertising landscape? PBS only has two 60-second national sponsor ad breaks per program — one at the beginning of each program and one at the end. And each ad break is limited to a maximum of four non-competing brands. This provides a more positive, uninterrupted viewing experience for audiences and allows brands to stand out in an uncluttered environment without being overshadowed by competitors. Plus, PBS reaches audiences where they are — not just through streaming (PBS.org, PBS Video app, and OTT/CTV platforms) and broadcast, but through online and in-person events, email newsletters, podcasts, a robust digital hub, and more. Unlike commercial networks and programmatic platforms, PBS creates plenty of opportunities for fans to engage with the content outside of the programs. This unique integration facilitates unparalleled engagement, moving your brand from background noise to the forefront of viewers’ minds due to their valued, emotional connection with the shows, actors, producers — and ultimately, your brand.

From Visibility to Viability: Redefining Campaign Success

It’s time to move beyond the hollow reach of programmatic advertising and prioritize meaningful attention metrics and engagement over views. The evidence is clear: the unmatched loyalty of PBS's MASTERPIECE audience exemplifies the strategic pivot needed to elevate marketing outcomes from good to great. When planning your upcoming advertising strategy, look for uncluttered advertising environments and content that strikes a deeper chord with audiences.

Ready to transform visibility into viability? Contact our PBS Corporate National Sponsorship team to uncover how your brand can thrive through genuine connections. Together, let’s craft advertising that resonates, engages, and endures.

*Integral Ad Science (IAS), “Media Quality Report: 18th Edition,” May 9, 2023

** SGPTV Brand Equity Study, August 2021

***SGPTV Brand Equity Study (Company Confidential): October 2021 (vs. next closest competitor)

****Source: Kantar | SGPTV, US Video Audience Insights 2023