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CRE To Study Impact on TV Viewing of Media Consumption on Mobile Devices

New York, NY, March 30, 2012 – The Council for Research Excellence (CRE) announced today 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 RFP can be found here.

The deadline for submission of proposals is May 1, 2012; selection of a research partner is expected to be made July 1, 2012.

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.

“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).  The committee’s recent projects have included the 2011 User Experience (UX) Research Archive, and the Video Consumer Mapping Study, reported in 2009.

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; and
• Compare results of the measurement used in this proposed study to the various current industry methodologies employed to collect this data.
  

About the Council for Research Excellence

The Council for Research Excellence (CRE) is an independent research group created (in 2005) and funded by The Nielsen Company.  CRE is dedicated to advancing the knowledge and practice of audience measurement methodology and comprises senior-level industry researchers representing advertisers, agencies, broadcast networks, cable, syndicators, local stations, and industry associations.

CRE members represent advertising agencies and media-buying firms including Deutsch, GroupM, Horizon Media, Magna, Media Storm, Starcom MediaVest and TargetCast tcm; media companies including ABC, AMC Networks, CBS, Comcast, Cox, Discovery, Disney, Google, Hearst Television, NBC Universal, News Corporation, Raycom Media, Scripps Networks, Time Warner, Univision and Viacom; advertisers including Kimberly-Clark, Microsoft, Procter & Gamble and Unilever; industry organizations including the Media Rating Council, the National Association of Broadcasters, the Syndicated Network Television Association; and The Nielsen Company; and the investment bank Nomura Securities.

For more information about the Council for Research Excellence, please visit: http://www.researchexcellence.com/

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