CRE QUARTERLY MEETINGJUNE 10, 2015

OPENING COMMENTS FROM THE CHAIRCERIL SHAGRIN

BACK TO THE FUTURE: CRE 2005

TOP RESEARCH PRIORITIES (JULY, 29, 2005)

1. Media consumption – short-term - Who, what, where, when, why, how2. Emerging technology – long-term - DVR, gaming, TIVO to Go,

cell phones3. Non-response – (including incentives testing)4. Commercial impact – program environment, commercial avoidance5. Local measurement – electronic, relation to national, does it work?6. Proper data use – responsible use 7. Complete measurement – out-of-home, single source, Apollo8. Subgroups – micro targets (ex: age 12-24 in urban mkts)

Ind. UE study – population estimates9. New metrics and reporting - going beyond age/sex demo, beyond

audience counting (program env’t and purchase behavior), psychographics

10. Sample – short-term – quality, improvements in faultinglong term – revolutionize, “big change” (ex: people based vs. HH based)

11. Measurement technology – PPMs, passive meter, set top box12. Modeling 13. Creative – out-of-the-box research idea(s)

NIELSEN R&D UPDATE CHRISTINE PIERCE

Christine PierceCRE Quarterly MeetingJune 2015

DATA SCIENCE UPDATERESEARCH PRIORITIES FOR 2015 AND BEYOND

TV RATINGS ENHANCEMENTS UPDATE

Delivered:

>National Panel Expansion Impact Data (through Jan 2015)

>Local Viewer Assignment Validation Data

Coming Soon: Local Viewer Assignment Impact Data

Ratings Stabilization Pause - will not launch in 2015

>Continuing to research alternative approaches that will address needs of industry

Details provided during MRC and Committee Meetings

RESEARCH PRIORITIES2015 & BEYOND

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TOTAL AUDIENCE

TV PC MOBILE CONSOLES TABLETS RADIO NEWSPAPER

TV

OTT

TABLET SMARTPHONE

Ads Content

Unduplicatedacross all devices

and business models

Measuring...

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TOTAL CONTENT RATINGS

video audio

text

TOTAL AUDIENCE

FOR CONTENT

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WHAT THIS MEANS FOR METHODOLOGY

Sample & RecruitPeople

Directly MeasureSample of People

Weight & Project Sample of People

Calculate & Report

Collect Data From Devices/Servers

Integrate, Calculate & Report

Calibrate Big Data w/ Panel Truth Set

Assign/Model Demos & Characteristics

Panel Only

Integration of Panels and Big Data for Accuracy & Stability

Panel + Census

Stability from Census/Organic – Accuracy from Panel/Designed Data

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RESEARCH NEEDS

• Modeling Demographics

• Third Party Demo. Quality

• Understanding Coverage Gaps

CENSUS/BIG DATA

PANELS/DESIGN DATA

DATAINTEGRATION

• Census & Panel Fusion/Matching

• Reconciling Census & Panel Based Estimates

• De-Duplication, Co-viewing, Sharing, Simultaneous Usage

• Cross-Platform yet low burden

• Adaptive design for recruitment/ compliance

• Modeling, Correction & Calibration Source

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INNOVATIVE DE-DUPLICATION METHODS

Linear /OTT

Tablets / Phones

Online

Including Combinations of : • Factors from data providers• Panel Fusion• Survey + Panel• Probability Modeling

Mobile Roll in NPM Is in Progress

THANK YOU!

STEERING COMMITTEE PAT LIGUORI

Second Quarter 2015 Update

Steering Committee

Membership replenishment• Currently have 30* members

˃ 4 Agency, 4 Networks, 5 Cable, 7 Local B’cast, and 2 each of Audio, Digital, Syndication, Industry Orgs and Nielsen

• Capacity for up to 10 new members• Recruitment ideas discussed

˃ Mentions by CRE members speaking at conferences?˃ Broaden to include researchers from Digi-nets, Sports leagues/networks?˃ Revisit list of original member companies? ˃ Return to original recruitment process/ invite by Nielsen? ˃ Bench of consulting experts?

Membership terminated • Unanimous approval during 5/28/15 conference call to discontinue

membership of Ed Gaffney due to non-participation.

CRE WANTS YOU

* B.Schafer Bridge membership LTC 6/15; S.Thomas self-withdrawal.

REPORT ON INSIGHTS TO PRACTICE MEETING

CRE FINANCES

NEW RESEARCH PROPOSALS

New Research ProposalsPlatform Valuation, Joe Abruzzo

VALUATION OF CROSS-PLATFORM VIEWING REQUEST FOR PROPOSAL (ABRIDGED)

>Detailed examination of video content viewing across platforms

• Learn the differences and/or similarities to viewing full-length TV programs and advertiser commercials across platforms.

• Guide the measurement of viewing, determine if there is a common means of measurement that captures viewing equally across platforms, both quantitatively and qualitatively

>Three basic areas of exploration:

• Emotional Reaction: Does the level of satisfaction with the content vary by platform?

• Retention / Recall: Is there a difference in the ability to remember or recall the content/ads from one platform vs the other?

• Engagement: Are viewers connecting with the content/ads to the same degree across each of the platforms?

>Additional areas: distraction, valuation, co-viewing, behavioral differences: program vs. commercial content

HUB RECOMMENDED FOR SURVEY RESEARCH

>The proposed survey will allow us to capture retention and recall under a range of conditions

>Subjects are recruited to view the type of content (3-4 genres) that they would normally view on the platform used to view that content.

>They are exposed to entire programs rather than clips.

>While viewing content they are exposed to naturally occurring ads.

>Following exposure to content/ads - they complete a survey.

>They are exposed across platforms (TV, time-shifted TV, PC, smartphone, tablet)

HUB ONLINE SURVEY

>Recruitment Survey 10-minute online survey to:

• identify consumers who view ad-supported TV content regularly on each key device (TV, computer, tablet, phone)

• gather general behavioral and demographic information about the viewer

>Main Survey: 15 minute survey:

• focusing on the viewing experience

• conducted shortly after participants have watched a TV show on the target device

> Cost

• $115,600

HUB SURVEY QUESTION AREAS

>ENGAGEMENT

• How much attention did you pay to content/ads, how would you describe your level of engagement, did you do anything else while viewing, etc.?

>IMPACT OF SETTING

• Comparisons of engagement levels by respondent situation when viewing

>RETENTION AND RECALL

• What do you remember about content, what ads did you see, who were the sponsors, etc.?

>EMOTIONAL REACTION

• What impact did the content/ads have on how you felt, what action would you take as a result, etc.?

HUB REPORTING

>Full Report: Full, detailed report summarizing the findings from the quantitative survey along with discussion of implications and recommendations

>Executive Summary: Presentation-style summary deck

>Presentations: WebEx presentations to CRE members

>White Papers: Narrative summary of findings and implications

>Raw Data: Data file and banners

HUB TIMELINE

Quantitative Survey Component

>Develop survey instruments Weeks 2-4

>Programming Week 5

>Recruitment Weeks 6-7

>Fieldwork Weeks 7-8

>Raw data and tabs delivered Week 10

Analysis and Reporting

>Executive summary delivered Week 13

>Full report delivered and white paper delivered Week 15

>Presentations any time after week 13

BENEFITS

>Empirically based support for:

• valuation of O-T-S across media platforms

• for constructing a cross-platform valuation equivalency

• impact-weighting of O-T-S across media platforms

>For advertisers, a basis for estimating Cross-Platform Communication Value for a “Total Plan”

>For networks, a basis for assigning “fair value” to a cross-platform sales package

>For Nielsen, extension of measurement of ad exposures beyond counting of individual platform O-T-S to measurement of engagement, emotion and recall for both advertising and content

New Research ProposalsConcurrent Screen Usage, Janet Gallent

CONCURRENT PLATFORM USAGE:PROPOSAL RECOMMENDATION: GFK MEDIA

Prepared for June 10th CRE Quarterly Meeting

OBJECTIVES: CONCURRENT PLATFORM USAGE RESEARCH

>Big Picture:

• How much concurrent platform usage is taking place?

• What are the key demographic, geographic, and temporal patterns?

• What are the typical combinations of concurrent platforms?

> Individual Behaviors:

• What are the different combinations of platforms being used and for how long?

>Group Dynamics:

• What are the dynamics at play in terms of concurrent platform usage when multiple individuals are in the same location?

> Impact:

• What effect does concurrent platform usage have on how consumers experience content and advertising?

REVIEW PROCESS: CONCURRENT PLATFORM USAGE RESEARCH

> Ten proposals received during RFP process and evaluated

> Narrowed down to Top 4 proposals by Committee

• Committee had calls with vendors of Top 4 proposals to better understand the proposed research

> Reviewed Top 3 proposals with full MCE Committee

> Decided on GfK Media as the vendor

• Large quantitative component with observational, in-depth interviews

• Measurement toolkit includes passive metering for digital platform usage

GFK: LARGE QUANTITATIVE ANALYSIS FOR BIG PICTURE

Multi Media Mentor

• N=4,000 A13+- 3,000 gen pop from Knowledge Panel - N=1,000 Hispanic from Knowledge Panel (N=500) and Univision SSI (N=500)

• Past day (“Yesterday): self-reported time spent on platforms across the dayparts - Stratified sample across 4 weeks

>Provides big picture on concurrent platform usage patterns, including:

• Demographics, geographics, temporal information

• How often occurs, which devices used, by whom

>ConX tool to explore impact on customer experience

• Explores relationships between variables (e.g., platform x genre) on a particular outcome (e.g., memory and impressions)

• Used in cross media campaigns

GFK: QUALITATIVE FOR DEEP DIVE ON INDIVIDUAL BEHAVIORS & GROUP DYNAMICS

>N=100 concurrent platform users from the MMM study

• Mix of HHs, diversity of demographics (e.g., age, race)

> In-Home, In-Depth interviews and observations, using GfK UX toolkit including:

• Video snapshots to be played back to participants during in-depth interviews

• Hierarchy exercise to better understand patterns of screen hierarchy, primary/secondary screen prioritization

>LEO Trace Digital Tracking technology works on mobile devices and computers.

• Captures location data (via GPS), source (program level/genre)

• Provides information on sequencing of digital usage information

• Combined with paper diary to record linear, print, and radio platforms

DETAILS

> Project will be completed within the calendar year (approx. 6 months)

• Approximately 3 months for quantitative

• Approximately 3 months for qualitative

> Costs: $525K

• Need to reduce sample size for MMM to make this happen

• Currently priced at $550K

> Deliverables:

• Fully integrated report at conclusion of study

• White paper executive summary of full report

• Data from quant studies provided in banner tables, SPSS, verbatims, etc..

• Media use tabulator (with “Mentor” option)

Thank you for your consideration

New Research ProposalsAudio, Buzz Knight

DUAL DIARY MEASUREMENT STUDY

CRE Audio Committee Report

GOAL

>Develop project that adheres to core philosophy of CRE while

collaborating with Nielsen in the process.

OBJECTIVE OF STUDY

>Evolve Nielsen Audio service in Small & Medium markets

• Provide greater efficiency & flexibility in data collection

• Better serve clients in these markets

CRE AUDIO COMMITTEE PROPOSAL

>Dual Diary Measurement Study

• Leverages separate radio, TV & qualitative samples

DUAL DIARY MEASUREMENT BENEFITS

>More value for Nielsen Audio clients

>Potential for multi-media measurement

DUAL DIARY MEASUREMENT OVERVIEW

>Same set of respondents for both TV, Radio & qualitative surveys

>TV: personal diary instead of set-based diary

>Radio: remains traditional diary

>Field surveys one month apart

• 50/50 split:

- TV first/Radio second

- Radio first/TV second

RESEARCH QUESTIONS

>Impact of first vs second media surveyed

• What proportion of Radio-first respondents will complete TV survey; what

proportion of TV-first respondents will complete Radio survey?

• Does order of surveys impact usage levels?

RESEARCH QUESTIONS

>Impact of personal TV diary vs set-based diary

• Response rate

• Overall viewing levels

• Traditional programming viewing levels

• Over-the-top and out-of-home viewing

>How is viewing identified? What info do respondents provide?

TEST MARKETS:

Bakersfield

>Mid-sized market

>Hispanic controls

Charlottesville

>Small market

>Black controls

>Sizeable college population

>Currently use diary for both TV & Radio

>100% overlap of Radio Metro & TV DMA

Bakersfield, CA & Charlottesville, VA

TIMELINE

>For control purposes, the Dual Diary Measurement Study will be

conducted at same time as Radio & TV currency.

1st week of Oct 1st week of Nov sweeps 1st week of Dec

Radio-first All TV Radio-second

RESPONSE TO PROPOSAL

>Audio Committee

• 9 approved, 1 abstained

• Expressed strong desire for a pre-test process

• Wants to stay close to ensure an efficient and thorough project.

>Nielsen: ideal project to be planned & fielded in conjunction with CRE

• CRE process will encourage client input into development of methodology

• Ensure transparency of study results

ESTIMATED COST

$227,600

GOAL

>Develop project that adheres to core philosophy of CRE while

collaborating with Nielsen in the process.

New Research ProposalsValidation White Paper, Ceril Shagrin

BREAK

Local Measurement, Billy McDowell

Data Quality, Ceril Shagrin

Social Media, Beth Rockwood

ROI, Dave Poltrack

Digital Research, Brad Adgate

Return Path Measurement, Pat Liguori

Second Quarter 2015 Update

Return Path Measurement Committee

Committee seeks new Chairperson• Current Chair will serve until OTI Report is delivered.• If interested, please contact Richard Zackon

One Touch Intelligence’s “MVPD Subscriber Report” • Anticipated delivery is first week of July 2015 • Cost: $15,000.• Data as of Dec’2014

Big Data, Stacey Schulman

Communications, Joanne Burns

CRE representation at the Nielsen 360• No table hosted• No identification as CRE members for conference speakers

Communication Committee

Full council press release advisements

Process for communications committee review of material • Alert of pending material to review• Minimum 3 working days for committee review (not spanning a weekend)

Year-to-date spending for Communications Committee

Publicity recap

New title for the weekly news clips, “CRE NewsWatch”• Now distributed internally within Nielsen as well

PRESS COVERAGE SINCE Q1 MEMBER MEETING

Stacey Schulman Blog on Big Data –• American Marketing Assn. (AMA) web site, April 22

Announcement on Ethnography Study Results • MediaPost, May 1 • TV By The Numbers, May 1• Cynopsis, May 4• Telecompetitor, May 4• Response This Week, May 6 • Among others…

Launch of Audio Committee• Two articles in Inside Radio, one in

AllAccess.com, all of them May 26

Education, Jed Meyer

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ACTIVITY UPDATE

>Held panel discussion on “The Power of Women in Research and Media” on Wednesday, May 27th at Scholastic venue, NYC

>Panelists:• Lynda Clarizio, Nielsen

• Mebrulin Francisco, GroupM

• Rosa Nunez, OmnicomMediaGroup

• Ceril Shagrin, Univision

• Tiffany Warren, AdColor

>Great panel, rich content

> “Everyone that was there got something out of it”

ACTIVITY UPDATE

>Presentation for MAIP 2015 interns “Past/Present/Future of Research”

• To be held June 8, 2015 @ 4A’s offices, NYC

>Young Career Event “Exposing Research to the Early Career”

• The purpose of the event is to educate those within their early career on the research field. The presentation will provide an understanding of what ‘research’ really means, and the various facets of research and how it differs across these facets (i.e., agency, media, vendor, sales, etc.). Our aim is to communicate that research is not one-dimensional and can be found in any and all sectors.

• Late Summer / early Fall

>Continue working the “Growing the Media Research Profession” with Gary Corbitt

New Business

Adjourn