Modelers Undercount TV’s ROI By Up To 20%

A first-of-its kind analysis of TV audience data used by modelers to measure the return on investment for ad spending found that it is sorely lacking, and in some cases misrepresents TV’s ROI by as much as 20%. The findings, which were unveiled Monday during the Advertising Research Foundation’s Audience Measurement Conference in Jersey City, N.J., are based on an exhaustive analysis conducted by Sequent Partners and Nielsen for the Council for Research Excellence

Council For Research Excellence Adds 4 Members

The Council for Research Excellence (CRE), a group of senior-level research professionals from throughout the media and advertising industries dedicated to advancing the knowledge and practice of audience measurement methodology, announced today that it has approved four new members. They are Janice Finkel-Greene, EVP-director of buying analytics at Magna Global; Jeffrey Graham, director of advertising […]

COUNCIL FOR RESEARCH EXCELLENCE STUDY

Most Mobile TV Viewing Occurs In Home

A new study from the Council For Research Excellence Study details the affects of mobile media devices on overall TV viewing behavior. Among them: 82% of tablet and 64% of smartphone  viewing occurs in the home.

CRE To Study How To Improve Diary Samples

New research will compare diary-based audience measurement to meter-based and set-top box information; non-TV set homes to be included. 

CRE To Study Impact Of Mobile Viewing

The Council for Research Excellence has issued a request for proposal for a study on how the use of mobile digital devices is affecting TV viewing behavior. Devices include tablets, smartphones and laptops.

CRE To Study Ways To Measure Digital Audiences

The Council for Research Excellence (CRE), a broad group of senior research professionals from throughout the media and advertising industries dedicated to advancing the knowledge and practice of audience measurement methodology, announced today that it is issuing a request for proposal (RFP) to industry researchers for a project to advance digital audience measurement. The objective […]