MTV Measures 'Transference'

MTV announced today about a new study on the effectiveness of the connections between consumer "feelings" and "brands" through brand advertising on multiple platforms. Mediaweek writes MTV dubs the metric "transference" and the MTV study showed the MTV Networks as the leaders in the transference category, with Scripps Networks and Turner Networks also ranking high. Product placement on television shows popular with youth markets in conjunction with cross-platform branding strategies may prove effective as the study suggests what is ahead for the future of multiplatform advertising metrics.