How does a youth-oriented network like Current TV create a sales position when it's not currently measured by Nielsen? For an answer to that question -- and others -- Charlene Weisler interviewed Theresa Pepe, the company's vice president of research.
Following is an excerpt from my interview with Daniel Fischer, president of the Solve It Group. Fischer is currently working on approaches to increase commercial and program ratings through applied cognitive neuroscience. He is also the research consultant for kids programmer, qubo Ventures.
Sept. 15 newsflash: The day after the Federal Communications Commission (FCC) reasserted its power to regulate fleeting nudity and said it wanted to further investigate "whether CBS' indecency violation [in the 2004 Janet Jackson/Justin Timberlake Super Bowl "breast" reveal] was willful" the weapon of mass fascination has gone missing.
Overnight, the Internet has turned the role of the trafficker into one that takes center stage. An entire $20B+ industry of Internet advertising now trades on an ad-serving platform that assigns power to advertisers, with the trafficker as their gatekeeper. That power is irrevocable.
Artie Bulgrin, SVP Research and Analytics for ESPN, has also worked on the vendor side at Nielsen Research and CAP Cities/ABC in National Television Sales. His current work at ESPN includes research studies on the sports fan experience and analyzing media and new technology trends through his company's Media Lab, based in Texas.
Marketers rely on geo-location to correlate demographic data (income, psychographic, profession) by community or neighborhood. In the TV realm the promise of one-to-one household addressability (interactive TV apps inclusive) delivered by front running technologists Invidi, Navic and Visible World, privacy protecting dataminers Acxiom, Claritas, Allant and Experian coupled with predictive TV viewing modelers Admira, Adsvantage, Google TV Ads, and Invidi Media, measured by set top boxers Nielsen Rentrak, TNS, and TiVo/ Quantcast, and supported by infrastructuralist cablers, satcasters and telcos has again excited the imaginative telescopic product targeting of the ad industry.
Verification of ad buys has always been important. Making sure you get what you pay for is a pretty elementary metric for the agency world, considering the fiduciary responsibility we have to our clients. The recent controversy that erupted when some advertisers claimed their ads had run in error during Fox News host Glenn Beck's controversial show further underscores the importance of ad verification. But in a quickly changing media landscape where measurable results are becoming the reference point for agency compensation, ad verification can become vital as agencies fight to sustain the business model.
Starting this week, research veteran Charlene Weisler will analyze current trends, interview top researchers and advance opinions pieces on strategic research. This week she interviews Horst Stipp, NBC Universal's SVP Strategic Insights & Innovation. Stipp is a 40-year veteran of the company, currently involved in all aspects of sales research, social research and strategic insights for all the NBC Universal properties.
Up until the end of August I felt pretty confident that I had a handle on the Time Warner Chairman & CEO Jeff Bewkes' TV Everywhere concept and how it comfortably fit into the pay TV and free TV eco-system. Essentially, it would create an authentication system that will allow cable TV subscribers to access cable programming online, and down the road, possibly, via mobile phone. Then, in the last week or so, things started to get murky for me when satcasters and telcos jumped into the mix. Not to mention the broadbanders, whose domain TV Everywhere might be perceived ...