Understanding Audience Consumption of Media to Further Its Measurement Association of National Adver

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Understanding Audience Consumption of Mediato
Further Its MeasurementAssociation of National
AdvertisersJanuary 23, 2008

• Richard ZackonCouncil for Research Excellence
• Shari Anne BrillCarat
• Michael Holmes Ball State University

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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

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Council for Research Excellence

• Values
• Transparency
• Inclusiveness
• Diversity
• Imagination
• Collegiality
• Practicality
• Client leadership

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CRE chronology
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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

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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, PG
• 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

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Four CRE Research Committees
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Media Consumption and Engagement Committee

• Co-Chairs
• Shari Anne Brill, Carat
• Steve Sternberg, Magna Global
• Members
• Melva Benoit, FOX
• Tim Brooks, Lifetime
• Joanne Burns, 20th TV, MyNetwork TV
• Vicky Champlin, Anheuser-Busch
• Bruce Goerlich, Zenith Optimedia USA
• Jack Wakshlag, Turner
• Mike Pardee, Scripps Networks
• Debbie Reichig, NBC Universal

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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?

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MCE background

• Verify 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 theyre all on the
  web or downloading shows on their iPods.

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MCE study objectives
Dimension current consumption of mediafocusing
on television and videoand how it is changing
over time
in order to
Propose optimal forms of video media measurement
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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

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Measuring television is becoming a
multi-platform, multi-place challenge
video
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Responding to the challengeObservational
studies to map media exposure
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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.

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Observational studies
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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

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Category systems
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Category systems media
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CRE Pilot Latino, 32
730 a.m.
1130 p.m.
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Teen media exposure (HSMToo)
700am
1200am
15 teens averaged 7 hours, 5 minutes of media
exposure
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Media daily reach and duration
Daily Reach Incidence of Use Among 350 Adults
Daily Reach and Duration for Various Media Among
350 Adults in the Middletown Media Studies II
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CRE MCE Pilot Study
Understanding Audience Consumption of Mediato
Further Its Measurement
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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

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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

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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

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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

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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).

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Distribution of participants in Indianapolis
metro area
Neighborhood incomes lightlowest,
darkhighest
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Success criterion advanced video technology
users

• Target 8-10 Achieved 10

HDTV high definition Television BB Broadband
Digital digital cable or
satellite DVD DVD player
DVR digital video
recorder, including Tivo PVP portable video,
video iPod, video cell phone
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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

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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

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Success criterionMultiple 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 video
Methodological pilot, illustrative data only
not conclusive or projectable and not to be used
for analysis
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Success criterionMultiple 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
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The reason for doing the studyPotentially
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
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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.

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Comparison to NSI
R2 .94 for May R2 .97 for February
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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

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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 (daily reach) average duration per user was
  greater for desktops than laptops

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Suggestions from the pilot

• The great majority of video viewing was at home
  other locations (others 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

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The next step A full study

• Not yet for public release

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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

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CRE MCE study DMAs

• Core study
• Atlanta
• Chicago
• Dallas
• Philadelphia
• Seattle
• Acceleration module
• Indianapolis

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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

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CRE MCE study timeline
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Then we will have a framework for learning
How can wemap a strategy for multi-platformview
ing measurement?
How should weunderstandconcurrentviewing?
How will playbackimpact live viewing?
How will this affect media planning?
Where do we next followthe video?
How are mobile devices being used for video?
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Thank you!www.researchexcellence.com