You are currently browsing the category archive for the ‘Pilot Study’ category.
Wendi Sanders Berger joined Child magazine, New York, part of the Meredith Corporation, as publisher, succeeding Rich Berenson, who was named to a team of five managing directors with the recently-expanded corporate sales/Meredith 360° business unit of Meredith. Ms. Berger had been associate publisher for beauty at Elle magazine, New York, part of the Hachette Filipacchi Media U.S. division of the Lagardère Group.
Deborah Loeb Bohren joined Powell Tate Weber Shandwick, Washington, as an executive vice president, to serve as senior leader for the health-care practice. It is a new role at the agency; Pam Jenkins had been running the health-care public affairs area before being named president, and she continues to be involved in health-care public affairs accounts. Ms. Bohren had been senior vice president for communications at WellChoice, New York. Powell Tate Weber Shandwick is part of the Weber Shandwick division of the Interpublic Group of Companies.
The Council for Research, New York, is commissioning a pilot study that will seek to learn more about how consumers actually watch video in media like television, cellphones and the Internet. The study will be conducted by the Center for Media Design at Ball State University, which proposed it to the council with Sequent Partners, a consulting company. The council is composed of research executives at advertising agencies and television networks along with Nielsen Media Research, a division of VNU. Read the rest of this entry »
by Kent Gibbons
When it comes to figuring out how people are responding to rapid changes in digital media, the ball increasingly is heading into Ball State University’s court.
That school in Muncie, Ind., and its Center for Media Design last week were tapped by Nielsen Media Research’s Council for Research Excellence to look at how people are consuming video inside and outside of the home.
That’s a topic of huge interest to program providers, distributors and advertisers as video consumption has spread from the television to the computer, the mobile phone and beyond, and as how people consume it has changed.
The project will start out with a pilot study, done in conjunction with media consultants Sequent Partners. According to Mike Bloxham, the Ball State center’s director of insight and research, this will be the center’s sixth foray into observing individuals’ media consumption, as tracked by observers using a touch-screen device.
“We’re basically looking to be with people for as much of the day as we possibly can,” Bloxham said. “We’ll be with them in the home, at work, in the car and so on, wherever they can consume video.”
The second round of research in its Middletown Media Studies, conducted in 2005, was the broadest observational study to that point about how people consume various media. By shadowing about 400 individuals, the researchers found, for example, that Americans spent 240.9 minutes daily engaged in some way with television. But they also spent about 120 minutes daily on the computer. Women were more likely than men to “multitask” with two or more forms of media than men; and Friday is the busiest day of the week for using the Web, e-mail and phones.
If the Nielsen pilot is picked up, the study that follows would be even broader than the Middletown Media Studies 2 project of that year, which altogether measured 5,000 hours of media use in 15-second increments.
Bloxham’s group’s recently released “Remotely Interested: Exploring TV Viewers Advertising-Related Behaviors” came up with some classic good-news, bad-news moments for advertisers. Observers tracked 49 people during primetime television hours and recorded how they responded to ads.
“I personally was surprised that a third of the observed ad pods were watched right the way throughout, without any attention shift or scene shift, i.e. nobody either changing the channel or leaving the room or talking to anyone else,” Bloxham said.
The bad news was viewers abandoned ads in progress about 45% of the time. “Polar extremes, almost, in terms of behavior,” he said.
That was only a small sample, though: 49 people in the Muncie and Indianapolis areas observed an average of 3.7 hours during TV’s primetime hours.
Games network GSN hired Bloxham and company in late 2005 to study the behavior of viewers who participate in interactive television. GSN had been adding interactive features to advertisements for four years, driving viewers to their computer screens during programs, but there had been no research done on how people respond to them.
One finding that really pleased GSN: Viewers had 100% recall of the interactive ads that they played along with, and retained the information longer than conventional ads, GSN senior vice president of ad sales Chris Raleigh said last week.
Concrete changes that came out of the survey included picking up on viewer interest in obtaining coupons for product discounts. GSN added a click-on feature to ads on its Web site to request coupons mailed to the home.
In fact, viewers in the survey wanted more interactivity during commercial breaks. “We thought that was kind of a holy grail,” to be incented to create an environment where advertisers can feel they’re rewarding viewers Raleigh said.
GSN took that information and created “Game Time,” a packaging move that puts a 30-second introduction with a brand-related quiz (say, a question about child safety seats alongside a Saturn automobile logo) ahead of a 30-second ad that’s followed by a vignette that answers the quiz.
“It was a great experience,” Raleigh said of the Ball State study, adding GSN hopes to work further with the center and some of its media clients on more research.
If the result of all this research makes ads and the interactive television experience more compelling, then roll on, Ball State, roll on.
The Hollywood Reporter – http://www.hollywoodreporter.com/hr/search/article_display.jsp?vnu_content_id=1003255488
NEW YORK — The Council for Research Excellence, an independent group created by Nielsen Media Research, announced Monday it will commission a pilot study by Ball State University’s Center for Media Design that will observe how individuals consume traditional and new video platforms. Researchers will study participants on a minute-by-minute basis on how they interact with the full range of video platforms inside and outside their homes. The study was proposed jointly by the CMD and Sequent Partners, a brand and media metrics consultancy.
-By Katy Bachman
To better understand how people consume video across new and traditional platforms inside and outside the home, Nielsen Media Research’s Council for Research Excellence announced Monday it had commissioned a pilot study by Ball State University’s Center for Media Design.
For the pilot study, researchers will directly observe the minute-by-minute activities of a sample of participants. The findings will help researchers assess the viability of a larger study that would run over a full year and provide information on how different video platforms might be measured, in keeping with the goal of Nielsen’s Anytime Anwhere Media Measurement initiative to offer integrated video measurement across video platforms.
The study was proposed jointly by Ball State’s Center for Media Design and Sequent Partners, a brand and media metrics consultant.
“This study represents an important step toward better understanding how consumers interact with the multitude of new video outlets and devices available to them,” said Mark Kaline, global media manager for Ford Motor Co. and CRE chairman.
The CRE was created in 2005 by Nielsen to serve as an independent forum for Nielsen to help determine the ratings firm’s research and development spending. Nielsen set aside $2.5 million for the CRE, and renewed an additional $2.5 million earlier this year. Nielsen is owned by Mediaweek parent VNU.
MediaPost Media Daily News – http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=49702&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=%22Nielsen%20Fund%20Backs%20Primary%20Research%20On%20How%20People%20Watch%20Video%22&page_number=0
by Joe Mandese
A group of influential agency and TV industry researchers, backed with heavy funding from Nielsen Media Research, has commissioned its first significant piece of consumer research: an ambitious pilot study observing how people actually consume video across various media platforms. The study, which will be conducted by Ball State University’s Center for Media Design utilizing the same techniques used in its highly regarded Middletown Media Studies, is designed to create a framework for understanding how technology is changing the way people watch video-based advertising and programming. The project coincides with Nielsen’s own initiatives to develop new syndicated research based on multiple methods measuring viewing across multiple video platforms both inside and outside the home. Read the rest of this entry »
By Steve McClellan, AdWeek
NEW YORK — With marketers more concerned than ever about media fragmentation, Ball State University’s Center for Media Design has announced it will conduct a pilot study examining how individuals consume traditional and emerging video platforms inside and outside the home.
The Council for Research Excellence, an independent group established last year to provide feedback to Nielsen Media Research on audience measurement issues, commissioned the study. Read the rest of this entry »
By John Eggerton
The Nielsen-backed Council for Research Excellence will commission a study by Ball State University on media consumption in a digital world teeming with platforms.
The council, comprising research executives, was created last year to manage a $2.5 million fund for ratings research and development. The council got a second $2.5 million infusion from Nielsen earlier this year.
Ball State’s Center for Media Design, in concert with consultant Sequent Partners, will scope out the media diets of a sample group, categorizing media exposures across a range of in-home and out-of-home media platforms.
The study could be expanded to a year-long project, said Nielsen.
The ratings company is looking to integrate video measurement across various platforms via its Anytime, Anywhere Media Measurement initiative.
News of another advisory body established by Nielsen Media Research: the Council for Research Excellence, the firm’s independent forum established last year, is commissioning a pilot study on consumption of traditional and emerging video platforms inside and outside the home.
The study, proposed jointly by Ball State University’s Center for Media Design (CMD) and consultancy Sequent Partners, aims to help media researchers understand the relative positions of video-based media and how people interact with each of them – Nielsen’s A2/M2 initiative aims to offer integrated video measurement across the full range of video platforms. Read the rest of this entry »
New York, NY– October 16, 2006 –The Council for Research Excellence, an independent forum of media industry research experts created by Nielsen Media Research, announced today that it will commission a pilot study by Ball State University’s Center for Media Design (CMD) to observe how individuals consume traditional and emerging video platforms inside and outside the home. The study, proposed jointly by CMD and Sequent Partners, a brand and media metrics consultancy, is intended to help media researchers understand the relative positions of video-based media and how people interact with each of them. The spread of video usage beyond traditional television is an increasingly important issue for research companies such as Nielsen Media Research, which, through its Anytime Anywhere Media Measurement (A2/M2) initiative, announced that it intends to offer integrated video measurement across the full range of video platforms. Read the rest of this entry »
red Orbit -http://www.redorbit.com/news/technology/694641/council_for_research_excellence_to_fund_pilot_study_of_how/index.html?source=r_technology#
NEW YORK, Oct. 16 /PRNewswire/ — The Council for Research Excellence, an independent forum of media industry research experts created by Nielsen Media Research, announced today that it will commission a pilot study by Ball State University’s Center for Media Design (CMD) to observe how individuals consume traditional and emerging video platforms inside and outside the home. Read the rest of this entry »