• Broadcasting & Cable, Wednesday, March 18, 2009 9:33 AM

The Council for Research Excellence, a cross-industry think tank of top executives from agencies and TV networks, has spent the past year executing a $3.5 million project called the "Video Consumer Mapping Study." Its research is set to explode some commonly held myths about how consumers watch TV.

The survey is expected to reveal such things as which age groups do the most media multi-tasking; whether younger viewers are really shifting away from traditional TV and how much commercial time viewers are exposed to. The major findings are being kept for a presentation on Thursday, March 26.

Shari Anne Brill, senior vice president at Carat, who has been involved with the project says the research shows that "people are in fact watching commercials and not running screaming from the room, and younger viewers haven't abandoned television." The study also finds that traditional TV still accounts for the bulk of viewing to all three screens: television sets, PCs and smart phones. The study was partly funded by Nielsen Media Research.

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