Q: You have been a long-time, very active member of the CRE, now chairing the Data Quality Committee and serving on the Local Measurement, Steering and other committees. What motivates you to generously devote so much time to the organization?
There are several things that motivate my CRE participation: the desire to learn; to conduct research that isn’t normally done by local stations; and most importantly, to participate in the current evolution of our industry’s measurement methods. I know it sounds like the committee work takes up a lot of time, but it really doesn’t. Our CRE facilitator, Richard Zackon, is very good at keeping our calls and meetings focused and on time.
Q: Given your extensive experience serving on CRE committees, what advice would you offer Nielsen client research executives who might be thinking of volunteering to serve on one or more such groups?
Anyone who’s interested should visit the CRE website to learn more about what committees are active, what past projects were done and what is currently in the works. They should also contact the committee Chair who can provide more details about projects and degree of involvement required.
Q: What are some of the items on the Data Quality Committee's agenda at this time and what are you expecting to tackle in the near future?
We currently have a Non-Response study in the field that will provide multiple insights. First, we’ll compare this year’s study with the CRE’s 2007 Non-Response study, and ascertain the degree to which survey participation has changed in ten years, be it by gender, age, or just percentage of those opting out. Second, we’ll learn if there’s an impact on participation when all or just some of the content consumption devices are required to be metered in a panelist’s home.
Q: What do you see as the biggest research-related issues facing local TV stations?
In the near term, one of the biggest research challenges facing local stations involves how to deal with several substantial measurement methodology and technology changes slated to occur in the next year that have the potential to markedly change the amount of GRPs within a market as well as which stations generate the bulk of them. Trending and projecting will be difficult during this transition, but once the dust settles, perhaps we’ll all be in a better place.
Q: You've been working for the ABC station group in various research capacities for more than 25 years. There have, of course, been many changes in local research over that time. Which of those have had the most profound impact on local stations' business?
I believe there have been two major changes, both profound in their own right. First came the switch to Local People Meters that began in Boston in 2002. Literally overnight, rating points disappeared from each market as the conversions from Set Meter/Diary to LPM measurement occurred. CPPs and CPMs went through “a one-time adjustment” which reset the market to account for the rating points that evaporated solely because of measurement changes.
Second is the introduction of digital measurement. It’s profound not because it showed the migration of some viewers from TV to digital properties, but because its introduction resulted in a double standard regarding the use of TV and Digital data. The former is held to rigorous standards in its use with a tremendous amount of scrutiny on both the buy and sell sides, while, in the early years, the latter was accepted almost “as is” because both sides were happy just to have data! Although there have been improvements, digital metrics still are presented – many times without sourcing the service, geography or periods measured – and accepted for use without knowing the limitations of the data.
Q: Tell us something about Pat Liguori that we might not know.
I’m a weekend equestrian and one of my ancestors is Saint Alphonsus Maria de Liguori, a Catholic Bishop who founded the Congregation of the Most Holy Redeemer and died in Italy in 1787. He rode horses also!
As we approach the end of Q2, it's hard to believe that we're nearly halfway through 2017. And there's a lot of activity going on at the CRE as we enter the second half of the year.
