[04/24/07 - 03:04 PM]
ABC Family to Invite Advertisers Into the Lab: The Millennial Engagement Lab
The Millennial Engagement Lab will gauge how Millennials perceive specific advertising and marketing messages across both digital and linear video platforms.

[via press release from ABC Family]


Network and Clients Unite for Year Long Research Project to Find Key Solutions for Reaching the Millennia Audience

In an innovative and aggressive program to remain at the forefront of marketing effectiveness, ABC Family is offering advertisers an opportunity to join them in the launch of the Millennial Engagement Lab, it was announced today by Laura Nathanson, executive vice president, sales, ABC Family. The Millennial Engagement Lab will gauge how Millennials perceive specific advertising and marketing messages across both digital and linear video platforms � particularly on ABC Family. Employing a mix of qualitative and quantitative research methods including in-studio tests, focus groups, one-on-one ethnographies, and on-line recruit-to-view surveys, advertisers will have the opportunity to investigate different approaches, tailor their creative executions to the Millennial audience and then measure the impact of their efforts. Specific brand results will be proprietary of Millennial Engagement Lab participants.

Nathanson also announced that ABC Family has chosen the Millennial Strategy Program at Frank N. Magid Associates to lead the creation and execution of the Millennial Engagement Lab. The unprecedented partnership is a year long effort to uncover the keys to marketing to the increasingly important Millennial generation.

"We listened to advertiser demand for proprietary field research about audience engagement and in response, we have created a unique opportunity," said Ms. Nathanson, who is approaching a wide spectrum of advertisers to participate in the Lab. "In this year-long study, we will look at how Millennials connect with advertising on ABC Family across all platforms."

The Millennial generation, the largest in history, encompasses the 83 million Americans born between the years 1977 and 1996. By comparison, there are currently 78 million Baby Boomers and 48 million Xers. By 2008 Millennials will make up 43 percent of the 18-49 demo and by 2014 they will make up 2/3 of the advertising target. Their domination of the demo will continue until 2026.

"The success of any business over the next 15-20 years will be dependent on how well it understands and communicates with the Millennial Generation" said Jack MacKenzie, President of the Millennial Strategy Program at Frank N. Magid Associates. "ABC Family, and by extension their advertising partners, will be at the forefront of discovering techniques and strategies needed to build a relationship with this powerful consumer group."

Part of the Disney-ABC-TV Group, ABC Family, distributed in over 91 million homes, features original movies, series and specials reflecting today's families and entertaining and connecting with adults through relevant stories about today's relationships, all told with diversity, dysfunction, passion, humor and heart. ABC Family's programming is a mix of quality acquired series and theatricals as well as original movies and scripted dramas. ABC Family is also the destination for Holiday events with "13 Nights of Halloween" and "25 Days of Christmas" branded programming events. ABC Family. A New Kind of Family.

  [april 2007]  

(series past and present)
(series in development)
(tv movies and mini-series)

[11/27/15 - 12:19 PM]
Nearly 28 Million Watch Bears-Packers on Thanksgiving Night - Second-Most Watched NBC Primetime Game Ever
NBC further spins the numbers for Thursday, November 26.

[11/27/15 - 11:00 AM]
Video: Don't Miss an Exclusive Sneak of the Upcoming Film "Batman v Superman: Dawn of Justice" During the Fall Finale of "Gotham"
The aforementioned fall finale airs this Monday, November 30 at 8:00/7:00c.

[11/27/15 - 08:22 AM]
Thursday's Broadcast Ratings: NFL Sparks Big Numbers for NBC
The Peacock's Packers-Bears showdown easily eclipses the competition last night.

[11/27/15 - 08:21 AM]
Wednesday's Broadcast Ratings: "Empire" Continues Demo Reign for FOX
Said victory comes despite a series low from the network's juggernaut.

[11/27/15 - 07:44 AM]
Bears-Packers Jumps 17% vs. The Year-Ago Game in the Metered Markets, Making It the Best-Ever NFL Primetime Thanksgiving Game (Since 2006)
NBC spins the numbers for Wednesday, November 25 and Thursday, November 26.

[11/27/15 - 07:14 AM]
"Macy's Thanksgiving Day Parade" Ranks as the #1 Entertainment Telecast of the Season on the Broadcast Nets in Metered Market Households
NBC spins the numbers for Thursday, November 26.

[11/25/15 - 01:22 PM]
Video: Watch the All-New Extended Trailer for New FOX Action Drama "Second Chance," Starring Rob Kazinsky
The network's new drama launches Wednesday, January 13 at 9:00/8:00c.

[11/25/15 - 11:01 AM]
Disney Channel Orders a Third Season of "Girl Meets World"
Production resumes in Los Angeles in January with season three scheduled to premiere in spring 2016.

[11/25/15 - 11:00 AM]
HBO Confirms Debut Date for Animated Adult Comedy Series "Animals"
The 10-episode series will launch on Friday, February 5 at 11:30/10:30c.

[11/25/15 - 10:35 AM]
American Hero and Fan Favorite Alek Skarlatos to Join "Dancing With The Stars: Live! -- Dance All Night Tour"
Skarlatos made headlines around the world in August 2015 when he and his friends heroically overpowered a man that opened fire on a train from Amsterdam to Paris.

[11/25/15 - 10:04 AM]
Gwen Stefani and Sia to Perform on Nov. 30 and Dec. 1 Telecasts of NBC's Emmy Award-Winning Series "The Voice"
Sia will perform the single "Alive" from her upcoming album "This Is Acting" while Stefani will sing her current single "Used to Love You."

[11/25/15 - 09:01 AM]
Tuesday's Broadcast Ratings: ABC Pulls in Front with "Dancing with the Stars" Finale
The Alphabet leads the night in both total viewers and adults 18-49.

[11/25/15 - 08:42 AM]
New Debut Date for "Very Semi-Serious: A Partially Thorough Portrait of New Yorker Cartoonists"
The exclusive HBO presentation is now slated to debut Monday, December 14.

[11/25/15 - 08:36 AM]
Week Two of "Chicago Med" Is Up 50% vs. Last Season's Slot Average
NBC spins the numbers for Tuesday, November 24.

[11/25/15 - 08:33 AM]
ABC Wins the Final Tuesday of November with a Season-High Performance
ABC spins the numbers for Tuesday, November 24.