Latest Data Uncovered in Council for Research Excellence’s $3.5 Million Video Consumer Mapping Study Refutes More Conventional Wisdom
New York, NY, May 10, 2010 – Contrary to longstanding received wisdom, the large majority of viewers of live television do not leave the room, nor do they change the channel, when the TV program they are watching goes to commercial.
This is according to new, specific findings from the Video Consumer Mapping (VCM) study sponsored by the Council for Research Excellence (CRE), a diverse group of senior research professionals from throughout the media and advertising industries dedicated to advancing the knowledge and practice of audience measurement methodology.
The VCM study, conducted throughout 2008 by researchers from Ball State University and Sequent Partners, was a groundbreaking event in video-audience research. The $3.5 million project was the first ever to involve the in-person, computer-assisted observation of the media consumption habits of 376 adults. All told, the VCM study -- the largest and most extensive observational study of media usage ever conducted -- generated data covering more than three-quarters of a million minutes or a total of 752 observed days.
Initial, general findings from the VCM study were first announced in March 2009. Among those findings was the observation that most adults are exposed on average to some 73 minutes of live TV commercials or promotions daily. These latest findings, the first from this study specifically exploring consumers’ habits before and during TV commercials and promos, are the initial result of an exhaustive “data-mining” effort by CRE members and outside research professionals commissioned by CRE.
Among the findings:
“Do viewers actually pay attention during commercial breaks?” asked Laura Cowan, vice president and media director of RJC Advertising and chairperson of the CRE’s Media Consumption & Engagement (MC&E;) Committee. “For years, media professionals have been wrestling with this question – and they’ve been debating the merits of audience data whether they are based on written diaries or on electronic measurement devices that require manual user interaction. This new data, the result of actually ‘embedding’ observers with a statistically significant number of TV viewers, is a major development in terms of learning what people watch and how they watch it.”
“At a time when the industry is studying ad exposure, and audience retention during ad breaks down to the second-by-second level using set-top-box information, this unique new source of insight is refreshing,” noted Mike Pardee, senior vice president, research, for Scripps Networks and member of the MC&E; Committee.
“Until now, we did not have any solid data on viewers' behavior during commercials,” added Horst Stipp, senior vice president, strategic insights & innovation, for NBC Universal and also a member of the MC&E; Committee. “This study fills that gap and shows that viewers pay more attention to commercials than most people assumed."
“In short,” Ms. Cowan continued, “when the commercials come on, people stay with the TV; they only go the kitchen if they’re hungry, and they don’t fight over the remote.”
Data from the study can be found at CRE’s website: http://www.researchexcellence.com/vcm/vcm_dm_051010.php
“The VCM database has been an invaluable resource for the industry since it came out last year,” noted Mike Hess, CRE Chair and Executive Vice President - Research, Marketing Science and Consumer Insights at Carat. “It has provided a credible baseline for important items of industry knowledge; the current analysis substantially extends the usefulness of that dataset for the industry: We finally have a fully behavioral handle on classic issues pertaining to what viewers ‘really’ do when commercials are on the screen. Although this analysis wasn’t part of the initial set of objectives when the CRE set out to do this study, it is a testament to the robustness of the methodology employed that the analysis can be extended in this direction.”
About the Council for Research Excellence
The Council for Research Excellence (CRE) is an independent research group created by the Nielsen Company and comprised of senior-level industry researchers representing advertisers, agencies, broadcast networks, cable, syndicators, local stations, and industry associations. The CRE is dedicated to advancing the knowledge and practice of audience measurement methodology. For more information on the Council for Research Excellence, please visit: www.researchexcellence.com
August 12, 2012
CRE Launches Social Media Study
Learn
More »
May 8, 2012
Council for Research Excellence to Examine Ways to Improve Diary Samples in Local TV Markets
Learn
More »
April 4, 2012
Digital Publishers' User-Data Collection Is Inconsistent, Council For Research Excellence Study Finds
Learn
More »
November 27, 2012
June 22, 2012
May 8, 2012
April 4, 2012
March 30, 2012
March 29, 2012
June 15, 2011
June 8, 2011
March 23, 2011
February 22, 2011
February 10, 2011
October 19, 2010
June 21, 2010
CRE Studies Non-Responders
Read More »
June 16, 2010
Consumers Are Widely Exposed To Media Prior To Shopping
Read More »
May 10, 2010
Video consumer mapping (VCM) study commercial exposure findings
Read
More »
March 9, 2010
Set-Top Boxes Blaze New Trail - Though Still In The Wild West Of Audience Research
Read
More »
November 4, 2009
The CRE Re-Affirms Difficulty of Measuring Media Usage in the Workplace Read More »
May 24, 2009
As TV Dwindles, It Still Leads Read More »
May 18, 2009
Upfronts 2009: Fox's Peter Rice Adds Voice To Broadcast Vs. Cable Battle Read More »
April 17, 2009
TV Still Occupies Two Thirds of Adult Screen Time Read More »
April 1, 2009
Study Watches People Watch Commercials Read More »
March 30, 2009
New Devices Impactful, But TV Still Rules Read More »
March 27, 2009
8 Hours a Day Spent on Screens, Study Finds Read More »