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Mediapost’s Media Daily News

New dramatic research suggests the majority of viewers don’t leave the room during commercial breaks — or even change channels.

What are they doing? It may come as a shock to TV marketers that have been told otherwise: Viewers are watching TV commercials.

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MediaDailyNews – MediaPostNews

by David Goetzl

When researchers embarked on an initiative to upgrade media measurement, the fund-raising process looked reasonably easy. CEOs at the likes of NBC Universal and WPP Group were enthusiastic backers.

But that was before the economic tailspin.

“This was pre-Lehman Brothers, pre-recession and we got a tremendous amount of support from the CEOs financially,” NBCU research chief Alan Wurtzel said last month. “We honestly had to scale that back.” Read the rest of this entry »

Mediapost’s Media Daily News

by Erik Sass

A new study from TiVo and Innerscope Research provides data supporting what advertisers have long suspected: Viewers are less likely to fast-forward through emotionally engaging advertising — provided it’s able to grab them in the first few seconds.

The study of 55 national TV ads revealed that ads which scored “low” in terms of emotional engagement were 25% more likely to be skipped than those ranked “high.”

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MediaPost MediaDailyNews

by Joe Mandese

A group of the TV industry’s leading researchers Thursday released the first wave of what is believed to be the biggest, most ambitious and most detailed ethnographic study ever done to measure how Americans are consuming media across the major “screens” (TV, computers, mobile and gaming devices, and digital out-of-home locations), and the top finding is that while we are increasingly becoming a population of media multi-taskers, the television screen continues to dominate our lives. The findings, which come from the Nielsen-funded Council for Research Excellence, are the culmination of a one-year, $2.5 million study that employed a highly-regarded “observational” method of media research developed and conducted by Ball State University. Read the rest of this entry »

MediaPost’s Media Daily News

by Joe Mandese

A group backed by millions of dollars in funding from TV ratings giant Nielsen Media Research Friday invited other research companies to propose new methods for measuring television audiences based on viewing data from digital set-top boxes, an approach that would compete with Nielsen’s core methods for TV audience measurement. The move comes as many in the industry, especially advertisers and agencies, are beginning to look past traditional survey-based methods of TV audience measurement, to see if data based on actually TV tuning behavior might not be a better way of determining TV advertising effectiveness. Read the rest of this entry »

MediaPost’s Media Daily News

by Joe Mandese

In what may be an industry first, a leading research and consulting group has teamed up with a renowned American university to launch a new privately-held media research company that will utilize state-of-the-art methods to track consumer media behavior. The Media Behavior Institute (MBI), was unveiled by Mike Bloxham, director of insight and research at the Center of Media Design at Ball State University during an opening keynote at Wednesday’s session of the Advertising Research Foundation’s audience measurement conference in New York.

BSU, which is perhaps best known for nearly a century’s worth of so-called “Middletown Studies,” highly regarded observational research that directly observes how people actually use media, had already been working closely with the private sector, especially Sequent Partners, the research and consulting group formed by former ARF President Jim Spaeth and Marketing Science Institute President Bill Moult, on a variety of industry research initiatives, including a $3.5 million Nielsen-funded Council for Research Excellence study that will employ BSU’s observational methods.

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MediaPost MediaDailyNews

by Joe Mandese

In what is likely the most ambitious ethnographic study ever observing how people actually consume media, Nielsen Media Research is funding a highly regarded academic research group with $3.5 million to follow hundreds of people around to see how they use both traditional and emerging video platforms inside and outside their homes. The project, one of the pieces of primary research to be funded by the Nielsen-backed Council For Research Excellence, will be conducted jointly by Muncie, Indiana-based Ball State University’s Center for Media Design, and New York-based brand and media metrics consultancy Sequent Partners.

The CMD, will utilize the same rigorous academic approach it applied to its highly regarded Middletown Studies, but will implement them on a much broader scale – tailing 350 people in five major media markets (Dallas, Atlanta, Philadelphia, Chicago and Seattle) – and will conduct them twice over a six month period. Read the rest of this entry »

MediaPost News

The academic media researchers at Ball State University’s Center for Media Design are known for their Midwestern roots on the university’s Muncie, IN, campus, but the center this week officially opened a New York research facility to work more closely with big players in the East Coast media community. The facility, which includes state-of-the-art eye-tracking and media usability research technologies, will operate in partnership with Schematic, the full-service digital and design agency recently acquired by WPP Group. The New York research office will also provide BSU students with learning opportunities in the coming years through a variety of research partnerships.

MediaPost MediaDailyNews

Madison Avenue tends to worry about the impact of remote controls and DVRs, but one of the biggest factors deterring TV viewers from watching their commercials is, well, other people. That’s the finding of a first-of-its-kind study observing how people divide their attention while watching prime-time TV.

The study, dubbed “Remotely Interested,” which was unveiled recently during MEDIA magazine’s Forecast ’07 conference in New York, found that the biggest single factor detracting viewers’ attention from TV commercials is “people talking to other people.” According to the findings, people are talking 21.9 percent of the time they are watching TV commercials, making it the single biggest form of “attention-shifting” from TV commercials.

The second-biggest detractor is “paying attention to other media,” which the study found happens 18.3 percent of the time commercials are being aired. The other biggest factors included: Changing channels (6.7 percent of the time), muting the TV volume (4.3 percent), using electronic programming guides (4.1 percent), and leaving the room (2.5 percent).

The research does not reveal how these phenomena impact the attention to TV commercials–or whether some, like talking, may even enhance it–they simply observed and recorded the phenomena.

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MediaPost Media Daily News

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 »

Who Are We

Insight and Research at the Center for Media Design (CMD) has begun to receive quite a bit of attention from industry publications and mainstream media outlets in the last several years as a groundbreaking and reputable media research organization. This archive is only for educational purpose, if the content involved any copyright issue, please contact: Michelle Prieb:
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