Understanding Audience Consumption of Media
to Further Its Measurement
Association of National AdvertisersJanuary 23, 2008
Richard ZackonCouncil for Research Excellence
Shari Anne BrillCarat
Michael Holmes Ball State University
Council for Research Excellence
Mission: To advance the knowledge and practice of
methodological research on audience measurement through the active collaboration of Nielsen Media Research and its clients
Council for Research Excellence
Values:
Transparency Inclusiveness Diversity Imagination Collegiality Practicality Client leadership
CRE chronology
CRE organization Chair: Mark Kaline, Ford Motor
Company Vice Chair: Mike Hess, OMD Secretary/Treasurer: Jessica Pantanini,
Bromley Communications
Steering Committee Research Committees Technical Advisory Panel
Facilitator: Richard Zackon
CRE membership Melva Benoit, FOX Shari Anne Brill, Carat Tim Brooks ARF, Lifetime Joanne Burns, 20th Television Fox Michele Buslik, AAAA Media
Research Committee; TargetCast TCM
Vicky Champlin, Anheuser-Busch Susan Cuccinello, TVB Henry DeVault, ABC, Inc. Paul Donato, The Nielsen Company Colleen Fahey Rush, MTVN
Research Nancy Gallagher, NBC Universal Don Gloeckler, P&G Bruce Goerlich, Zenith Optimedia Jean Goldberg, Warner Bros. David Gunzerath, NAB Mike Hess, OMD Worldwide
George Ivie, MRC Mark Kaline, Ford Motor Company Rick Keilty, Belo Corporation Pat Liguori, ABC Owned Television
Stations Jessica Pantanini, Bromley
Communications David Poltrack, CBS Lyle Schwartz, Mediaedge: CIA Ceril Shagrin, Univision Howard Shimmel, The Nielsen
Company Jonathan Sims, Comcast Spotlight Steve Sternberg, Magna Global Ira Sussman, CAB Jack Wakshlag, Turner
Broadcasting Alan Wurtzel, NBC Richard Zackon, CRE Facilitator
Four CRE Research Committees
Media Consumption and Engagement Committee
Co-Chairs Shari Anne Brill, CaratSteve Sternberg, Magna Global
Members:Melva Benoit, FOXTim Brooks, LifetimeJoanne Burns, 20th TV, MyNetwork TVVicky Champlin, Anheuser-BuschBruce Goerlich, Zenith Optimedia USA Jack Wakshlag, TurnerMike Pardee, Scripps NetworksDebbie Reichig, NBC Universal
Media Consumptionand Engagement
Mapping consumer media behavior: How consumers interact with different
media and how this changes over time Home versus workplace or other places Rate of consumer adoption
(early versus late adopters) What are the measurement implications?
MCE backgroundVerify or dispel commonly held beliefs:
“The 30 second spot is dead; no one watches commercials any more.”
“VCRs have gone away; everyone is ‘taping’ things on their DVRs.”
“People are watching less TV; they’re all on the web or downloading shows on their iPods.”
MCE study objectives
Dimension current consumption of media—focusing on television and video—and how it is
changing over time
Propose optimal forms of video media measurement
in order to
MCE RFP process Circulated a request for proposal document to the
industry
Reviewed over a dozen proposals
Met with three finalists
Selected research proposal submitted by Ball State University and Sequent Partners
Received approval from Full Council in Fall ’06 to move ahead with a pilot study of 50 participants
Currently negotiating larger-scale, national version
Measuring television is becoming a multi-platform, multi-place challenge
video
Responding to the challenge:
Observational studies to map media exposure
Mapping media exposure Reach (incidence of exposure) for each
medium Time/duration of exposure to each medium Media exposure across all locations Concurrent media exposure for all media Multi-tasking with non-media life activities By demographics, ethnicity, socio-
economic class, etc.
Observational studies
Computer-assisted observation
Alphasmarttm Dana smart
keyboards equipped with
a custom “Media Collector”
program
Observers categorize media exposure, life activities, location and attention, via touch screen & keyboard
Data are logged every 5-15 seconds, depending upon study objectives
Category systems
Category systems: media
CRE Pilot – Latino, 327:30 a.m.
11:30 p.m.
TV
TV
Any media Any screen media
Radio
Radio
Radio Web
Web
Software
DVD
Cell
Cell
Cell
Teen media exposure (HSMToo)
15 teens averaged 7 hours, 5 minutes of media exposure
7:00am 12:00am
Television
Radio Any ComputerAny Online
WebE-Mail
Inst.Msg
Software
All Phone
Telephone
Mobile Phone Music
Print Media
Newspaper
Magazine BookAll Video
VCR
DVDGame Console
Other
0%
20%
40%
60%
80%
100%
0 60 120 180 240 300Daily Duration: Average Minutes per User
Daily Reach:Incidence of Use Among 350 Adults
Daily Reach and Duration for Various Media
Among 350 Adults in the Middletown Media Studies II
Media daily reach and duration
CRE MCE Pilot Study
Understanding Audience Consumption of Media
to Further Its Measurement
Pilot study acknowledgments
We would like to acknowledge and thank: The members of the Subcommittee Howard Shimmel, Calvin Chan and the
team at The Nielsen Company
Pilot recruitment process Target: 50 participants in Indianapolis
metro area Ball State recruited 10 high-tech and 5
Spanish-dominant participants Purposive sample
Nielsen recruited 35 participants Former Nielsen cooperators Alert letters mailed (w/ brief study description) Recruiting calls ‘Agrees’ were turned over to Ball State for
scheduling Incentives:
$150 for observation $50 for returning self-administered survey
Pilot measurement process Trained observers are gender- & language-
matched to participants Two observers per observed day Observations February – April, 2007 in
Indianapolis 17 media 15 life activities 6 locations 10-second increments
Pilot measurement process Reminder call before observation day Each observation day begins by capturing
any pre-observation media usage Observation goal: 14 hours average
observed day Self-administered satisfaction, uses and
gratifications surveys are left behind Next day callback captures any post-
observation media usage
Success criteria, in detail Sample representation; Target groups of interest
represented proportionate to the local universe: Spanish-language dominant (target: 4;
achieved: 5), African Americans (target: 4; achieved: 5), Inner-city subjects (target: 4; achieved 5), Advanced video technology users (target: 8-
10; achieved: 10). People Meter Forced Turn Over (FTO) HH
individuals (target: 3-5; achieved: 4). Approximately equal samples by day of week
(target: 5-9 per day; achieved: 7.1).
Distribution of participants in Indianapolis metro area
Neighborhood incomes: light=lowest, dark=highest
Success criterion: advanced video technology users
Target: 8-10 … Achieved: 10
HDTVDigita
l DVR PVP BBWirele
ss DVDSat.
Radio
1
2
3
4
5
6
7
8
9
10 HDTV: high definition Television BB: Broadband Digital: digital cable or satellite
DVD: DVD player DVR: digital video recorder, including TivoPVP: portable video, video iPod, video cell phone
Success criteria, in detail Data capture Robust average observational day
Target 14 hours; achieved 13.5 - 16 hours (13.5 hrs observed, 16 hrs with reconstructed data)
Virtually all observed subjects complete the observation day
Target 45; achieved 50 Demonstrate collection of useful information on
the unobserved earliest and latest parts of the day
Target: data obtained and usage reconstructed for 40 respondents; achieved 50 responses, with additional media use collected for 48
Success criteria, in detail
Video exposure captured across multiple platforms and multiple locations.
Viewing on computers or portable video devices
Measurement of video media exposure in situations currently unmeasured
Success criterion:Multiple video platforms
4% of video viewing was on computers or portable video devices
No use of video on mobile phones was observed
Note:“Video playback” = DVD, VCR, DVR“Web video” = partial-screen video player embedded in a web page“Video on computer” = DVD and stored or streaming full-screen videoMethodological pilot, illustrative data only – not conclusive or projectable and not to
be used for analysis
Success criterion:Multiple video locations
11% of video viewing was out of the home
The largest block of out-of-home viewing was “other” (friends’ homes, restaurants & bars, etc.)
Methodological pilot, illustrative data only – not conclusive or projectable and not to be used for analysis
Measured TV/Video,
87%
Potentially unmeasured TV/Video,
13%
The reason for doing the study:Potentially unmeasured video (pilot data) 13% of video viewing was in currently unmeasured forms or
settings Measured
At home: TV, DVD, VCR, DVR Potentially unmeasured
Out of home: TV, DVD, VCR, DVR; Portable video; Other computer video:
DVD, stored, streaming.
Methodological pilot, illustrative data only – not conclusive or projectable and not to be used for analysis
Success criteria, in detail Adult in-home television usage to compare
logically to NSI Indianapolis DMA data for dayparts well covered by observation, excluding early morning and late night (significant correlation by time period).
Data obtained from companion instruments for measurement of relevant video media attitudes, perceptions and uses and gratifications provide insights that would be useful, if drawn from a larger sample.
Comparison to NSI
A18+ PUT MCE Pilot Compared to Indianapolis NSI
010203040506070
7:0
0AM
8:0
0AM
9:0
0AM
10:0
0AM
11:0
0AM
12:0
0N
1:0
0PM
2:0
0PM
3:0
0PM
4:0
0PM
5:0
0PM
6:0
0PM
7:0
0PM
8:0
0PM
9:0
0PM
10:0
0PM
11:0
0PM
A18
+ P
UT
NSI MAY NSI FEB MCE Jan-April
R2 = .94 for MayR2 = .97 for February
What does the pilot “suggest” about TV and video exposure?
“Suggest” because the pilot is too small and too local for powerful conclusions, and it purposely includes extra “high-tech users” in the sample
How this would play out nationally and over time would be answered in a full national study
Suggestions from the pilot Video-capable portable devices are getting
a lot of use, but not much of that use is video viewing
Live TV is still a dominant presence, but video playback showed significant daily reach (62%) and average duration per user (1 hr 40 min)
Video playback on computers is still small (<10% daily reach); average duration per user was greater for desktops than laptops
Suggestions from the pilot The great majority of video viewing was at
home; “other” locations (other’s home, retail settings, etc.) accounted for 2/3 of the rest, with work/car/school providing the remainder
Mobile phones had extensive reach (68%) but were used for talk and texting; no mobile video exposure was observed
The next step: A full study
Not yet for public release
CRE MCE full study Five regionally dispersed DMAs Nielsen-assisted recruitment Targeting former cooperators (FTO,
LPM conversions, etc) 350 individuals (based on power
analysis) Each observed twice In spring and fall Plus 100-person media acceleration
panel
CRE MCE study DMAs
Core study: Atlanta Chicago Dallas Philadelphia SeattleAcceleration module: Indianapolis
Media Acceleration Process™ Designed to avoid “early adopter” trap Targets devices/services in market but
in early adoption phase Provides steep discount (50%) to
participants on catalog of selected items to accelerate adoption to “early majority” phase when shelf prices are falling
Participants are observed before and after acceleration
CRE MCE study timeline 2008
Feb March April May June July Aug Sept Oct Nov
Recruitment
Obs. (2 DMAs)
Obs. (3 DMAs)
Accel recruitment
Obs. (accel DMA)
Acceleration
Then we will have a framework for learning…
How should weunderstandconcurrentviewing?
How will this affect media planning?
How are mobile devicesbeing used for video?
How will playbackimpact liveviewing?
Where do we next followthe video?
How can wemap a strategy for
multi-platformviewing measurement?
Thank you!
www.researchexcellence.com
Top Related