Meet the CRE. May 8, 2013

Transcription

1 Meet the CRE May 8, 2013

2 Mission To advance the knowledge and practice of methodological research of audience measurement through the active collaboration of Nielsen and its clients. 2

3 Core Values Transparency Inclusiveness Diversity Imagination Collegiality Practicality Client Leadership 3

4 Organization Formed in 2005 Currently 36 members from broadcast, cable, digital, agencies, advertisers and industry groups. Nielsen has contributed over $10 million to the effort to date. 4

5 Leadership Chair: Ceril Shagrin, Univision Steering Committee Chair: Pat Liguori, ABC OTV Insights to Practice Chair: Nancy Gallagher, NBC Universal Communications Chair: Emily Vanides, MediaVest Treasurer, Michael Nathanson, Nomura Securities Education Chair: Sharon Warden, NAB Facilitator: Richard Zackon 5

6 Research Committees Sample Quality : Ceril Shagrin, Univision Media Consumption & Engagement: Joanne Burns, 20 th TV. Laura Cowan, Lin Broadcasting Return Path Measurement: Pat Liguori, ABC OTV Digital: Bryon Schafer, Hulu Local Measurement: Billy McDowell, Raycom Media Social Media: Beth Rockwood, Discovery ROI: David Poltrack, CBS Big Data: Stacey Shulman, TVB 5

7 Return Path Measurement Committee (RPM) Pat Liguori ~ ABC OTV (Chairperson) Ann Casey ~ Tribune Jon Cogan ~ OMD Alex Corteselli ~ Cox Reps Ceril Shagrin ~ Univision George Ivie ~ MRC Matt Ross ~ NBC Owned Stations Michele Buslik ~ Targetcast Michele Meyer ~ Univision Nancy Gallagher ~ NBC Universal Patricia Marsden ~ Scripps Patti Cohen ~ CBS O&O Stations Ross Ramunno ~ Yahoo Susan Nathan ~ Turner Richard Zackon ~ CRE Facilitator 6

8 Return Path Measurement Committee Projects to-date 1. The State of Set-Top Box Viewing Data as of December 2009 Authors: Independent consultants Tim Brooks, Jim Dennison, Stu Gray Release date: March The evolution of the set-top box: Current and future trends affecting return path data measurement Authors: One Touch Intelligence Matt Stump, Karen Brown Release date: December 2012 Cable, Telco and DBS Subscriber Report Author: One Touch Intelligence Release dates: Sept 2012; Feb 2013; Fall

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10 Return Path Measurement Committee Identify the landscape as it currently exists 1. Current STB technology evolution trends 2. Third-party STB technology and development (Apple, Roku, etc.) 3. Gaming Devices uses as STBs (Xbox) 4. Smart TV technology trends and development 5. Mobile device (tablet, Smartphone) trends and development 6. Current stats and projections for devices listed above Content provider approaches to new digital devices (authentication) 8. Conclusions One Touch Intelligence Denver-based information consultant producing and delivering critical business information. OTI s clients are leaders in cable distribution, video content, filmed 9 entertainment and telecommunications sectors.

11 Return Path Measurement Committee The average national penetration of emerging media devices is led by gaming consoles at 56%; followed by DVRs at 44%; Smart TVs and Blu-Ray players at a combined 22%; tablets at 14%; and over-the-top (OTT) set-top boxes at 11%. OTT STBs show the least promise of growth and may even be rendered largely obsolete as consumers gravitate toward gaming consoles and Smart TVs. 10

12 Return Path Measurement Committee Smart TVs require an Internet connection to become smart and their popularity may surge if: 1. broadband penetration increases substantially; 2. MVPDs make their full channel lineups available for these devices; 3. content storage currently not available on Smart TVs increasingly moves to the Cloud. Fewer than half of all smart TVs and Blu-ray players currently are connected to the Internet; this precludes access to apps and MVPD content specifically designed for use on these devices. The key stats to follow include the number that are actually hooked up to the Internet, any survey data from those connected TVs of how much viewers are watching, and what content they are watching. 11

13 Return Path Measurement Committee Despite the broad array of devices, there are two distinct methods of transporting video signals to end users: via the STBs of multichannel video program distributor (MVPD) or Internet Protocol (IP) from servers to users devices. We must understand how the new delivery mechanisms operate, including the video transport methods, so we can determine where along the transmission path measurement can occur. 12

14 Return Path Measurement: OTI Subscriber Report Cable, Telco and DBS Subscriber Report Sections DMA Totals DMA Rank; Subscriber Counts: Basic Cable & Telco Digital Cable & Telco DirecTV* DISH* Total DBS* Total DMA MVPD* DMA TV HH DMA & Markets (Service Areas) DMA Rank; Subscriber Counts by Service Area: Basic Cable & Telco Digital Cable & Telco * These items are on DMA level only 13

15 Cable, Telco and DBS Subscriber Report: DMA Totals Source: OTI Cable, Telco & DBS Subscriber Report, Fall

16 Cable, Telco and DBS Subscriber Report: DMA & Markets (Service Areas) Source: OTI Cable, Telco & DBS Subscriber Report, Fall

17 Cable, Telco and DBS Subscriber Report: DMA & Markets Source: OTI Cable, Telco & DBS Subscriber Report, Fall

18 Cable, Telco and DBS Subscriber Report: DMA & Markets (Service Areas) 17

19 Cable, Telco and DBS Subscriber Report Comprehensive- 210 DMAs Fast and Easy to use-excel spreadsheet Customizable sorting, calculations, etc Free to CRE members and Nielsen clients Comparably accurate 18

20 Client Participation Committee participation is open to Nielsen clients. Visit us at: Council webinars Quarterly newsletters Studies/transcripts 19