CRE Newsletter

CRE Newsletter

March 2017

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Letter from the Chair

Billy McDowell White papers and webinars! The CRE is in the process of selecting dates to address two very important initiatives for our industry.

First, we are announcing plans to issue a white paper and schedule a webinar (for Nielsen clients) to report out findings from our study on improving measurement of TV advertising ROI.

Also, we plan to hold a webinar for Nielsen clients on our neuro research, "The Mind of the Viewer," findings from which will be presented at the ARF conference later this month.

We look forward to sharing findings from these projects and, as always, will welcome your feedback.

Billy McDowell Vice President, Research Raycom Media Chair, Council for Research Excellence

Latest News

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CRE Plans White Paper & Webinar on Improving Measurement of TV Advertising ROI Expand

Nielsen clients are advised to watch for future announcements from the CRE on the release of a white paper and scheduling of a webinar to review findings and recommendations from the CRE study, "Toward a More Complete Measure of TV Advertising Value and ROI." The nearly-completed project is being conducted by Sequent Partners, led by Jim Spaeth and Alice Sylvester, in association with the CRE's ROI Committee, chaired by David Poltrack, Chief Research Officer, CBS Corp.

The study arose from growing interest in attribution models and related techniques such as single-source analytics, and the recognition that while marketing mix models remain the primary method for advertisers to estimate marketing ROI for all elements of their marketing plan, including television, media data inputs for marketing mix models are frequently drawn from planning or buying systems that are often lacking in granularity, precision and accuracy.

The study seeks to answer these critical questions:

  • Are the television schedules of weekly, DMA-level, HH GRPs that are currently being provided to modelers sufficiently granular, precise and accurate?
  • Would more granular, precise and accurate data improve models' estimates of TV ROI?

In addition to the aforementioned individuals, Nielsen's Brian Weikel, SVP Analytical Development, and Paul Donato, Chief Research Officer, have provided extensive support and insight on the project.

CRE to Present Latest Neuro Study Findings at ARF Conference; Webinar for Nielsen Clients to Follow Expand

Nielsen's Carl Marci, Chief Neuroscientist, and Naomi Nuta, VP Client Services, along with Richard Zackon, CRE Facilitator, will present findings from Phase 2 of the CRE's consumer neuroscience study at the ARF's annual conference in New York on March 21. The second phase of the study was conducted in-home following a Phase 1 in-lab study, and examined the impact of second screens and co-viewing.

The study, called "The Mind of the Viewer," was designed to examine the following hypothesis: "As more households include multi-platform devices as part of their regular viewing behavior, the industry definition of engagement [viewing] may need to expand to accommodate additional behaviors beyond the current 'watching' and 'listening.'"

In addition to sharing detailed results at the ARF, the CRE will host a webinar in the coming weeks to review findings for Nielsen clients. If you are a Nielsen client and would like to ensure that you receive an invitation, please click here.