MTV has released the results of an inhouse study on advertising effectiveness as it relates to the multi-platform universe, and it has introduced a metric called "transference," MediaWeek writes (via MediaBuyerPlanner). The study found that brands that exist on multiple platforms provide more effective advertising opportunities than those that don't because consumers are more likely to "transfer" the positive feelings they have for these multiplatform brands to the client.

Cable networks surpass their broadcast brethren in terms of engagement and transference, with the MTV networks leading all comers in the transference category, the MTV study shows. This is the first extensive project headed by MTV Networks' new EVP of MTVN Research, Colleen Fahey Rush.