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Meet The CRE

Meet The CRE . July 25, 2012. Confidential and Proprietary. 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

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Meet The CRE

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  1. Meet The CRE July 25, 2012 Confidential and Proprietary

  2. Mission To advance the knowledge and practice of methodological research on audience measurement through the active collaboration of Nielsen and its clients.

  3. Core Values • Transparency • Inclusiveness • Diversity • Imagination • Collegiality • Practicality • Client Leadership

  4. 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.

  5. 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

  6. Research Committees • Sample Quality : Ceril Shagrin, Univision • Return Path Measurement: Pat Liguori, ABC TV Stations • Universe Estimates: Nancy Gallagher, NBC Universal • Digital: [open] • Local Measurement: Billy McDowell, Raycom Media • Media Consumption & Engagement: Joanne Burns, 20th Century Fox • Social Media: Beth Rockwood, Discovery • ROI: Dave Poltrack, CBS

  7. Social Media Committee Members ChairBeth Rockwood Committee MembersMike HessAdrienne PolichMatt ReidEllen RyanRobin ThomasEmily VanidesThomas WellsJudy VogelTom Ziangas

  8. Social Media Informational Meetings • Topic: Social Media Metrics Landscape for CRESpeaker: Erik Rabasca, VP, Social Practice Lead, Mediabrands • Topic: How Social is Social Media, Really? Speaker: Ed Keller, CEO Keller Fay Group • Topic: Integrating Social Media Into the Marketing MixSpeaker: Jessica Hogue, Research Director, CPG Online, The Nielsen Company

  9. Television in the Social Media AgeDeveloping Understanding Through Complementary Research Methods

  10. Quant Survey Overview • This study focuses on how social media affects Internet users television viewership in comparison to advertising and other influences. It will also give us insight into whether heavy social media users differ from the general online population. • The study will attempt to include 1,600 people from the following 3 groups: • 1,000 among all Internet users • 500 Super Connectors • 100 Spanish dominant Hispanics • After qualifying, respondents have to check-in with the mobile app throughout the day over the course of 7 days • Any time they saw, heard, or communicated something about prime time TV shows or the late local news • Prime time viewing behavior when watching prime time TV shows or the late local news.

  11. Behind the Scenes: Panelist Support • Weekly communications plan • Invitations, downloads, or time left on compliance • 18-20 variations daily • Web site, email + toll-free hotline • Troubleshooting • Numerous Android handset types • Smartphone novices • All materials available in English and Spanish

  12. Other Components • Ethnographies • Video Journals • Social Media Data Mining

  13. Client Participation • Committee participation is open to Nielsen clients. • Currently ten vacant seats on the Council. Requires written request for membership and approval of Council. • Visit us at: www.researchexcellence.com • council webinars • Quarterly newsletters • Studies/transcripts

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