Video Consumer Mapping Study

In Their Own Words…

Some Thoughts on the CRE’s Video Consumer Mapping Study

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"The findings from this study released thus far are the most comprehensive and highest quality assessment of media use today. It is amazing to realize that these findings represent just a small portion of the total learning we will gather."

Horst Stipp
SVP, Strategic Insights & Innovation - NBC Universal

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"The largest and most significant quantitative ethnography ever done has replaced speculation with observation. It yielded findings that sometimes surprise, sometimes confirm. It gets us discussing the future of measurement and metrics seriously, and that is a good thing."

Jack Wakshlag
Chief Research Officer - Turner Broadcasting

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"You cannot write a questionnaire to get at the truth of a consumer's media day. You can watch and learn, which the VCM study proved. This is great learning and insight into the ways we need to measure moving forward."

Barbara Singer
Director, Strategic Media Information - Kraft Foods

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"Given the VCM’s large sample sizes and the geographic dispersion of its DMAs , the findings are clearly quantitative and projectable. While it is not intended as currency, it is for now the definitive information source of US media consumption."

Mike Hess
EVP, Research, Marketing Science, and Insights - Carat

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"Too many have lost sight of what it takes to do truly great research –commitment, collaboration, passion, objectivity, resources, and time. This is it."

Steve Sternberg
EVP, Audience Analysis - MAGNA

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"This is truly a landmark study and we hope that it will continue to provide inspiration and insights for all Nielsen clients to uncover for years to come."

Kate Sirkin
EVP, Global Director of Research - Starcom MediaVest Group

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"Ditch the press releases and the glitzy new product launches. At a time when American media is undergoing fundamental changes, this is the kind of in-depth research that is needed to understand the true nature of our new media world."

Tim Brooks
Consultant

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"This study has wide reaching application for today and planning for the future with respect to programming, marketing, sales, business strategy and advertising. It defies some conventional wisdom, provides great insight and affirms the value of observational vs self-reporting research."

Joanne Burns
EVP, Marketing, Research and New Media - 20th TV and MyNetworkTV

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"Independent research is essential to answer the industry’s unanswered questions and get at new learning. No individual company could have afforded to do a project of this magnitude and quality."

Ira Sussman
SVP, Research & Insight - CAB

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"Collaborative industry research efforts like this will be the key to truly understanding the evolution of consumer behavior in the digitally driven environment."

Michele Buslik
SVP, Director Media Research – TargetCast TCM

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"There is valuable learning in this research, not only about media usage, but about how to conduct studies into media usage."

Billy McDowell
VP, Research - Raycom Media

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"We wanted to produce an independent, unbiased reality-check of current media usage and sought to be media neutral by measuring the consumer instead of the media themselves. The observation approach allowed us to see usage in a pure context."

Shari Anne Brill
SVP, Director of Programming - Carat

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"The results suggest a bright future for marketers that carefully invest in media research. TV advertising will clearly thrive in the digital age as we learn new ways to attract and engage customers on the platforms they lead us to."

Michael Orgera
SVP of Media Sales Research – Warner Bros. Domestic TV Distribution

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"We wanted to produce an independent, unbiased reality-check of current media usage and sought to be media neutral by measuring the consumer instead of the media themselves. The observation approach allowed us to see usage in a pure context."

Shari Anne Brill
SVP, Director of Programming - Carat

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"It is critical that the industry have a group such as the CRE with the resources--money, time, expertise--necessary to produce independent research benefiting the entire industry."

Nancy Gallagher
SVP, News, Sports and Affiliate Research – NBC Universal

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"I have never received such immediate, wide ranging, positive responses, from both inside and outside of my company, created by this particular research project." ()

Matt Ross
Corporate Research Director – Hearst-Argyle Television

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"VCM is the rare study that can truly be called definitive. The industry has been waiting for an independent look at video usage trends that's this ambitious, broad and intelligently executed."

Colleen Fahey Rush
Executive Vice President, Strategic Insights & Research – MTV

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"The media neutral observational approach allowed us to dispel common myths and to validate other research. This study will be the one for which future media research is bench marked."

Laura Cowan
VP, Media Director – RJC

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"Not only does this landmark study map consumer's usage of video across screens, but the Media Acceleration component effectively moves the media ecosystem ahead 2-3 years, providing unique insights into the impact of new video technologies beyond early adopters."

Jane Clarke
VP, Insights & Innovation – Time Warner Global Media Group

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"All too often, common assumptions, prevailing wisdom and anecdotal information are served up as substitutes for reliable research. The CRE's Video Consumer Mapping Study is a fresh, new item on the menu that’s providing the research enrichment our industry craves!"

Pat Liguori
SVP, Research & Electronic Measurement – ABC Owned Television Stations

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"This remarkable VCM study points out the continued value of research especially in today’s fragmented landscape. This landmark study will serve as a benchmark in the years ahead not only methodologically but also on how consumers interact with media."

Brad Adgate
SVP, Research - Horizon Media, Inc

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"This is truly groundbreaking research that for the first time compares the usage of different media platforms on a completely level playing field."

Alex Corteselli
VP, Associate Director of Programming – Telerep, Inc.

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" Simply the best -- some of the best thinkers, in the best forum, with the broadest array of industry representation producing the best research to date in a field sorely needing it."

Lyle Schwartz
Managing Partner, Director of Implementation Research & Marketplace Analysis – Group M

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"The output of this CRE study is an example of what you get by attacking critical industry research issues, with financial resources from Nielsen and a group of seasoned veterans of the media research community."

Dan Murphy
SVP, Interactive Research and Ad Traffic – Univision

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"This much needed and unbiased look at media consumption is now THE go-to study for understanding current consumer media usage and making more informed decisions. And if it triggers additional research that builds on the findings, so much the better."

Susan Cuccinello
SVP, Research – Television Bureau of Advertising

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"Unprecedented value to the media industry and level of collaboration among top research practitioners in my 25 years experience conducting media research."

Michael A. Pardee
SVP, Research & Analytics - Scripps Networks

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"This study uniquely combines the interests of various stakeholders in our industry and comprehensively looks at video usage among consumers across demographics and ethnicity. It's a real look at what's happening, not perception based on biased self interest."

Jessica Pantanini
Chief Operations Officer - Bromley Communications

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"The behavioral insights from this collaborative study help address the complex puzzle of how consumers weave media into their active lives. No single marketer or media company could afford to develop and conduct this kind of work on its own."

Mark A. Kaline
Global Media Director - Kimberly-Clark Corporation

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