Mission To advance the knowledge and practice of methodological research on audience measurement through the active collaboration of Nielsen and its clients.
Core Values • Transparency • Inclusiveness • Diversity • Imagination • Collegiality • Practicality • Client Leadership
Organization • Formed in 2005 • 40 members from broadcast, cable, digital, agencies, advertisers and industry groups. • Nielsen has contributed $10 million to the effort to date.
Leadership • Chair: Ceril Shagrin, Univision • Steering Committee Chair: Greg Ross, P&G • Insights to Practice Chair: Nancy Gallagher, NBC Universal • Communications Chair: Emily Vanides, MediaVest • Education Chair: Sharon Warden, NAB • Facilitator: Richard Zackon
Research Committees • Sample Quality : Ceril Shagrin, Univision • Set Top Box: Pat Liguori, ABC TV Stations • Universe Estimates: Nancy Gallagher, NBC Universal • Digital: Dan Murphy, Univision • Local Measurement: Billy McDowell, Raycom Media • Media Consumption & Engagement: [open] • Social Media: Beth Rockwood, Discovery • ROI: Dave Poltrack, CBS
CRE Studies • Non-Response Bias: • Do Nielsen meter/diary cooperators differ from non-cooperators? • A $2.1 million state of the art multi-mode, multi-wave, high incentive survey with independent analysis led by Dr. Bob Groves • Key finding: Few differences between Cooperators/Intabs and Refusers/ Non-Intabs on TV viewing measures
CRE Studies Video Consumer Mapping: • What is the overall media landscape and how is it changing? • Direct observation of consumers’ use of all major media and simultaneous activities. • Television found to continue its dominance despite the proliferation of new media. • Self reported use of new media shown to be overstated and • observed usage found to be nearly identical with NPM measures.
CRE Studies Set Top Box Research: • What is the current state of STB data and its processing? • 30 different companies, including Nielsen, were surveyed, categorized as data owners, creators, aggregators and third party processors. Cooperation rate was 50%. • The diverse range of measurement and editing practices was made clear allowing for better informed decisions by data users.
CRE Studies Media-related Universe Estimates: • Is it valid to use a local market viewing sample to estimate the incidence of ownership of media technologies? • An independent survey was conducted in Dallas-Ft. Worth. • Cable and Satellite penetration showed showed little difference but HD and DVD ownership were under-represented in the sample.
CRE Studies • UX: User Experience: • Research review of major published studies asking • What drives the choice of screen for the consumer? • How does viewing vary with chosen screen? • What is an appropriate vocabulary and methodology for understanding viewing styles? • What is the context of use across various screens – is the use complementary, additive or zero-sum? • What methodologies are best to understand these uses?
New CRE Initiatives • Digital: Survey of Web Publishers’ data practices to be reported this month • Local Measurement: Review of historic ratings reliability in diary markets • Social Media: just approved by CRE to look at social media usage and TV viewings • Sample Quality
Sample Quality, Local Measurement, Set Top Box, and UE Committees Purpose: to improve quality in Nielsen local samples • How much non response bias is there in address based samples? • Can bias be reduced by weighting, return path data, set meter adjustment? • What are the differences between landline and cell phone only homes? • Can expanded media equipment ownership be collected from diary samples? • How can return path data improve diary measurement? • Do Nielsen models account for non set top box viewing? • How much television program viewing is done on devices other than a TV set? • Is a home without a television set a non TV home? Research Plan-Three markets in May measurement: • Dallas-FT Worth (LPM), Albuquerque –Santa Fe (Meter/Diary), Paducah-Cape Girardeau- Harrisburg (diary)
2010 Client Survey • 66% of respondents were aware of the CRE prior to survey • Of those aware, 61% reported the work of the CRE is important to them • 55% had visited the CRE website or attended a webinar or live event • only 36% said CRE does a good job communicating with clients • only 21% felt they knew how to communicate ideas to CRE • 71% said they would like to attend a CRE event/workshop/seminar (online) • 67% said they would like to receive regular e-mail from CRE
Client Participation • Committee participation is open to Nielsen clients. • Currently eight vacant seats on the Council. Requires written request for membership and approval of Council. • Council webinars • Quarterly Newsletters
CRE Website Visit us at: www.researchexcellence.com Studies, webinars, transcripts of CRE meetings are posted there.