Media Consumption and Engagement Committee Update

1
Media Consumption and Engagement Committee Update

• February 15, 2007

2
Establish Media Usage Map

• Map the current consumer media behaviors
  (emphasis on video platforms)
• How is it changing over time?

3
We Want to Learn

• How consumers interact with different media
• How it changes over time
• Home versus Workplace or some other place?
• Rate of consumer adoption
• Early adopters vs. those who bring up the rear
• Rules of engagement
• Percent of mind-share of each medium/device and
  how or whether this changes over time

4

• What does that mean for the future
• Media consumption and engagement implications
• Audience measurement implications

5
MCE Study Objectives

• Dimension current consumption of mediafocusing
  on television and videoand how it is changing
  over time (and will change) in order to
• Propose optimal form of video media measurement

6
MCE Study Objectives

• Focus To understand how consumers are accessing
  content in addition to which content they are
  consuming.
• 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.

7
Mapping Media Usage

• Divided between high-tech and low-tech users
• Time/duration of each medium consumed
• Simultaneous media usage
• Multi-tasking with other media and non-media
  activities
• By demo, ethnicity, socio-economic class, etc.
• By high-speed broadband access
• By ownership/usage of newer technologies
• Incidence of time-shifting as well as means of
  navigating channel rich environments
• Commercial vs. program behavior

8
MCE RFP

• We circulated a Request for Proposal document to
  the industry
• Committee reviewed about a dozen proposals
• Narrowed the group down to three finalists
• Met with each finalist and had them answer
  additional questions
• Selected research proposal submitted by Ball
  State University
• Research will be executed via Observation
  Technique
• Received approval in Fall 06 to move ahead with
  the pilot study proposed by Ball State/Sequent
  Partners.

9
Data Generated for each Participant

• Demographics (Adults 18)
• Media ownership/access inventory
• Video consumption to be collected in ten second
  intervals
• All television, computer, out-of-home video,
  gaming, and hand-held device activity
• Recording/time-shifting
• Presence of co-viewers
• Intentional vs. unintended viewing
• Exposure to non-screen media for context
  (general, not genre)
• Life activities including those concurrent with
  media use
• Apparent focus of attention

10
Researching the Research

• Met with Research Staff last week at CMD
• Details of project management and execution were
  shared
• Spoke to trained observers and project supervisors

11
Impact on Future Measurement

• Follow-up interviews the day after each
  observation
• Part of the sample will include People from
  Households cycling off Nielsens national people
  meter sample (FTOs)
• Highly credible sample spot differences among
  observational research, personal interviews, and
  Nielsen panel viewing
• Identify gaps in Nielsens current measurement
  system
• Guide for future audience research

12
MCE/BSU/Sequent Partners Next Steps

• Based upon our review of the pilot study
  findings, the committee will vote on whether to
  recommend that the full study be implemented.
• Established a set of criteria to be used to
  determine whether the pilot is successful.
• We are extremely enthusiastic and very
  optimistic!