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Joshua Chasin

Member since December 2000Contact Joshua

Long time media research veteran across 6 major media (TV, radio, newspaper, magazines, out-of-home, Internet). Now Chief Research Officer at comScore. Occasional contributor to Mediapost's Online Metrics Insider.

Articles by Joshua All articles by Joshua

  • A Metrics Miracle in Metrics Insider on 12/09/2016

    Josh Chasin is a poet -- and he knows it -- with this twist on a seasonal classic:" 'Twas the week before Christmas, when alone in my house/ I was finishing shopping, with a click of the mouse;/Then I cleared out my browser cache, cookies deleted,/ In hopes of nefarious snooping, defeated."

  • Advertising Works -- And How! in Metrics Insider on 11/04/2016

    Sometimes I worry that we digital cognoscenti can get so lost in the magic and elegance of all these awesome algorithms and Big Data assets, that we forget to take a step back and ponder the bigger picture: the actual people out there on the other side of all those myriad screens.

  • Advertising Works -- And How! in Metrics Insider on 04/01/2016

    Sometimes I worry that we digital cognoscenti can get so lost in the magic and elegance of all these awesome algorithms and Big Data assets, that we forget to take a step back and ponder the bigger picture: the actual people out there on the other side of all those myriad screens.

  • Inside Today's Digital Household in Metrics Insider on 02/05/2016

    There was a time when understanding consumer use of the Internet was relatively simple - way more complex than understanding engagement with any other medium, sure, but still relatively simple. All we needed to deal with was engagement from computers. There were no tablets, no smartphones, no OTT; your thermostat wasn't a connected device.

  • A Metrics Miracle in Metrics Insider on 12/22/2015

    Josh Chasin is a poet -- and he knows it -- with this twist on a seasonal classic:" 'Twas the week before Christmas, when alone in my house/ I was finishing shopping, with a click of the mouse;/Then I cleared out my browser cache, cookies deleted,/ In hopes of nefarious snooping, defeated."

  • For Best Results: Big Data, Meet Media Research in Data and Targeting Insider on 12/21/2015

    I've been thinking a lot about the deployment of Big Data assets in the digital space. Clearly, it is one of the most profound developments in digital metrics - and indeed, in our lives. The Internet of Things is already here; we can pay with our watches, and we've got Google thermostats. But in our space, I worry that there is too much emphasis placed on "Big Data," and not enough on "Good Data." Perhaps here the data scientist can learn from the media researcher.

  • Rethinking Traditional Audience Measurement Through A Digital Framework in Metrics Insider on 12/11/2015

    What would a video measurement system look like if one were to zero-base such a solution today, with the tools we have at hand, given the measurement challenges we face, while unencumbered by legacy systems?

  • Let's Not Forget: Digital Advertising Moves Products in Metrics Insider on 11/11/2015

    Lately it seems as if every article I read about digital advertising is about viewability, fraud, or ad blocking. "No one's seeing my ads!" "Robots are seeing my ads!" "Robots are blocking my ads!" It's enough to make the casual reader think the sky was falling. I'm starting to think we're all collectively guilty of "burying the lede": that digital advertising works, persuades consumers, moves products.

  • Rethinking Traditional Audience Measurement Through A Digital Framework in Metrics Insider on 10/22/2015

    What would a video measurement system look like if one were to zero-base such a solution today, with the tools we have at hand, given the measurement challenges we face, while unencumbered by legacy systems?

  • Rethinking The Single Currency Model in Metrics Insider on 10/16/2015

    One of the long-standing assumptions in audience measurement has been the notion of currency - and more to the point, of a single currency. I learned about the one-currency model in a very real way working at Arbitron in the '80s and '90s. We won one single-currency battle: spot radio measurement, where we competed with Birch Radio. And we lost one: spot TV, where we competed with Nielsen. But I'd like to offer a radical opinion. In the digital age, multiple transactional media currencies can, do, and will continue to exist. Indeed, they need to exist.

Comments by Joshua All comments by Joshua

  • Brands Begin Using 'Incrementality Experiments' To Fill Facebook Measurement Gaps by Colin Kirkland (Digital News Daily on 10/19/2021)

    "Incrementality." I'm old enough to remember when we called this "lift." (3 years ago.)

  • Using Opportunity To See, Engage As Primary Campaign Metrics by Cory Treffiletti (Media Insider on 09/15/2021)

    I'll just wait for Tony Jarvis to chime in as regards what OTS is...

  • The Ratings War by Ted McConnell (Media Insider on 09/02/2021)

    Ed:Assuming dollars are fixed, the question becomes, at what point is the value of an impression against someone exposed multiple times (frequency), worth less than a first impression to an incremental person (reach)? That's the point where impressions should be retargeted away from frequency to reach. And frankly, it's tough to avoid quickly building frequency against a core audience, because-- an inconvenient truth about media-- the top quintile, for the medium as a whole, or for a network-- may consume 60% of the quarter-hours (and thus impressions.) But you're 100% right that you can't think of frequency absent a time frame. Is 10 exposures too many? In an hour, probably. In a month? Probably not. 

  • Comscore Seizes On Nielsen Debacle, Expedites MRC TV Audit by Karlene Lukovitz (Digital News Daily on 08/25/2021)

    Ed, I'm wary of spilling too many of the beans-- but while my understanding of Nielsen Onw is that it introduces a ton of device measurement onto the system. Whereas many companies (like the one I'm blessed to work for) are fast-tracking persons measurement solutions.  it's an exciting time to be working in cross-platform video measurement. In three years, I dare say the space will look vastly different.  Always a pleasure, Ed. 

  • Comscore Seizes On Nielsen Debacle, Expedites MRC TV Audit by Karlene Lukovitz (Digital News Daily on 08/25/2021)

    (I might have answered sooner, but have nbeen on vacation. Grono, that's holiday to you.)Ed, John, here is my hypothesis. It may explain part of the "undercount," or not. But at VideoAmp we saw (as one would expect) TV viewing RISE during quarantine, not decline.As I've been telling people, for the first three months of quarantine last year, we wouldn't let the plummer in. I can't imagine anyone letting in the meter tech. Now, back when I worked on meter samples as a boy at Arbitron, we knew that it was larger households-- with more people and sets, and thus more hardware-- that failed more often. I.e. assume a correlation between number of measurement company devices in the HH, and the need for onsite visits.So my guess is that larger HHs,, which watch more TV than smaler ones, fell out of sample at a higher rate than others (as is generally the case) but could not be serviced (which is NOT generally the case). Thus over time Nielsen ended up with an in-tab panel comprised a priori of lower-viewing HHs, with no way to remedy the situation. And Ed-- while I have you-- as far as your assessment of Nielsen's chances of being replaced, I believe you are wrong. The reason for this is, we KNOW they will be replaced. Let me explain.Nielsen One represents a majpor discontinuous break from the legacy Nielsen product line. I've worked at a couple of companies that competed with Nielsen; I know from experience it is difficult to compete with the benfit of incumbency. But now, Nielsen is also competing with the incumbent (even if it is themselves.) This is a new and different dynamic, and the media companies and agencies know it. The currency will ABSOLUTELY change soon, and NBCU and their peers and their customers realize this. Thus the possibility exists in a different way than before that the marketplace aligns around one or even a few different currency solutions-- either instead of, or in addition to, Nielsen. Put another way-- to the extent that awitching costs argue for stability in provider of currency, now switching costs are incurred even if you don't switch providers. That is a major leveler of the playing field. So, ratings users might as well take their time, kick everyone's tires, and make the best choice.

  • Will Streaming TV Usage Equal Linear TV By Next Year? by Wayne Friedman (TV Watch on 08/06/2021)

    Ed, in fact every type of content available via linear TV is available via streaming. The Superbowl. The Oscars. The news. March Madness. All of it. Because consumers can cancel their cable subscriptionption and opt for a vMPVD, like YouTube TV or Sling, and get what amounts to a cable bundle (including local stations) via streaming. I don't know what share of US HHs has a vMVPD today, but it's definitely on the rise as cable penetration continues to decline.

  • ARF Teams With Vendors To Launch Device Sharing Study, Will Apply To MRC To Accredit It by Joe Mandese (MediaDailyNews on 06/28/2021)

    Hey Joe. There will be many uses of this data. But one important one is that I anticipate the ARF Universe Estimates study becoming a com ponent of measurement products offered by other companies. For example, the study is collecting demographics, and data on MVPD, Smart TV provider, and streaming usage, enabling creation of universe estimates based on HH TV type (so we can be sure to accurately represent MVPD-only; MVPD+straming, stream-only, OTA+streaming, and OTA-only HHs.) (OTA = Over the air.)

  • MRC Inducts Hall Of Famers J. Walker Smith, Norman Hecht by Joe Mandese (MediaDailyNews on 06/15/2021)

    Ed:right?

  • OAAA Unveils New Measurement Standard Based On 'Opportunity,' Not 'Likelihood' To See Outdoor Ads by Joe Mandese (MediaDailyNews on 05/18/2021)

    OOH is distinctly different from other media, for the simple reason that it does not live within content. I don't have to worry that a piece of TV creative that ends up on your TV screen, is in a place you're able or inclined to look. It's not like you're watching TV, and then a commercial comes on, and the commercial plays on the window on the side of the living room. Looking is the entire point of TV (and print); and listening is the entire point of radio/audio. As a result, OTS is quite different in OOH than in other trsditionsl media. In the early 2000's I consulted with Arbitron as they were exploring the development of an OOH mesurement service, and I learned then that some agencies actually discounted the then-curenct currency (DECs) by up to 95%. Buyside buy-in is essential to currency, and The Traffic Audit Bureau/GeoPath did a great job of launching an innovative mesurement construct in 2009 (EYES ON) that brought unprecedented credibility and trust to the OOH currency data from the buy side. I don't mean to suggest that a movement to impressions is a bad idea; but the uestion becomes, what constitutes an impression? Ultimately, I'm curious what advertisers and their agencies have to say about the new minimum standard for OOH currency. That is where the rubber will hit the road segment.

  • Traditional TV Time Sinks During Higher Pandemic Viewing by Wayne Friedman (TV Watch on 04/12/2021)

    Panel attrition can conceivably drive reported tuning down, especially to the extent that households with more sets (and thus more hardware) are more likely to fail in-tab, and are also likely to skew to heavy TV viewership. Even then though, if Nielsen weights by number of sets, this phenomenon could be mitigated to some extent.A couple of things happened during and as a result of the pandemic. First, cable and satellite households continued to decline, with the hit on the economy contriobuting to some consumers choosing to cord-cut or cord-shave for econominc reasons. Second, the inexorable shift in share of tuning from linear to streaming accelerated; if you're an avid Facebook user, then you are probably used to people in your feed looking for the next hot shows to binge. As regards audience measurement, I've come to two pandemic-related conclusions. One, we can't rely on panels that require high-touch, in-home servicing, becsuse I have a bad feeling this won't be our last pandemic. And two, audience measurement needs to evolve to be fully platform-agnostic, so we can track both content and campaigns on both linear and streaming, and to integrate the two.

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