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.

The Council for Research Excellence (CRE) announced Friday that it has issued a request for proposal (RFP) for a study to understand if and how mobile media devices (tablets, mobile phones and laptops) impact overall television viewing behavior. The CRE also seeks to improve measurement of mobile media devices.

The deadline for submission of proposals is May 1; selection of a research partner is expected to be made July 1.

“As usage of mobile devices expands, and the lines differentiating those platforms blur, it is incumbent upon the media industry to understand the trends and prepare for the future with respect to content development, advertising and measurement,” said Joanne Burns, executive vice president, research, marketing and new media at 20th Television/Fox, and chair of the CRE’s Media Consumption and Engagement Committee (MCE).

Among the questions the CRE seeks to answer:

  • How does concurrent media usage affect TV viewing, how frequently does it occur, and how does it affect engagement levels?
  • Is mobile viewing additive to, or a substitute for, traditional television viewing?
  • How does the user access video content (via apps or otherwise) on the device?

 The CRE also will seek to:

  • Quantify reach and time spent on mobile media.
  • Dimension the conditions surrounding mobile-device use, such as location, time of day, and accompanied/unaccompanied.
  • Compare results of the measurement used in this proposed study to the various current industry methodologies employed to collect this data.

 The CRE is a diverse group of senior-level research professionals from throughout the media and advertising industries dedicated to advancing the knowledge and practice of audience measurement methodology.


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