Emotional Attachment

NewMediaMetrics employs an analytically
proven, predictive single source approach
known as Emotional Attachment (EA)™.

For more than 10 years, our proprietary, patent-pending Emotional Attachment approach has been proven to be highly predictive of both consumer purchase behavior and media behavior. This approach directly links target audiences, media and brands.

EA is highly predictive because it is based off a widely-respected psychological body of thinking related to Attachment Theory and the Bonding Process. (J. Bowlby: Strange Situation Research — 1937-Present). This body of work, with more than 70 years of conclusive academic empirical data, has been adapted by NewMediaMetrics for Media and Marketing purposes.

How it works:

Emotional Attachment to both brands and media properties is measured on an 11-point scale (0-10). The more "attached" someone is to a brand and/or media property, the more likely they are or will be buyers of the brand and/or intent viewers of the media.

Ten years of testing have proven that:

  • Those who rate a brand 9/10 on the scale are the most loyal prospects and buy the product with great frequency.
  • These prospects go deeper into the product line and have greater price elasticity.
  • Those who rate a media property 9/10 (e.g., networks such as ABC, CNN, etc., and any Web site such as MySpace.com, Facebook.com, etc.) intently view that media property.


Consumers are 40% more likely to pay attention to media they are highly attached to.*
Consumers who are emotionally attached to a brand are 2.5 times as likely to pay attention to an ad for that brand.*
Targeted consumers who are emotionally attached to a brand in the media they are emotionally attached to are 3 times more likely to consider purchasing that brand.*

* Source: Study conducted February 2010 by independent global media agency.

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