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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

  • Making A List, Checking It Twice: Here's The Year's Most Misinforming Sites by Joe Mandese (Red, White & Blog on 12/17/2020)

    I tend to agree. Especially with your point about the WSJ.In fact with newspapers (as opposed to networks) one needn't debate political perspective, because they make endorsements. The last Republican the Times endorsed for president was Eisenhower in 1956. So we can pretty much state empirically that the Times leans left. The WSJ doesn't make endorsements, but it's clear they lean right. Yet they don't seem to be reporting the fiction espoused by Trump and the titles on the left above that Trump "won... by a lot."  Informative versus misinformation is a different spectrum than left- versus right-leaning editorial; you can be both left-leaning (or right-leaning) and factual/informative. So I was also surprised the Journal didn't make that "Trustworthy" list. 

  • Making A List, Checking It Twice: Here's The Year's Most Misinforming Sites by Joe Mandese (Red, White & Blog on 12/17/2020)

    Although people on the right will say that The NY Times, WaPo, and The Atlantic are all socialist rags... and that if you take NBC and MSN and glue 'em together, you get MSNBC.   

  • Making A List, Checking It Twice: Here's The Year's Most Misinforming Sites by Joe Mandese (Red, White & Blog on 12/17/2020)

    It pains me to say this, but I'd feel better about the Newsguard lists if they'd managed to find at least one left-leaning entity for the two left-most columns, or one right-leaning entity (Wall Street Journal? National Review?) for the right-most two. 

  • How Many Polls Does It Take To Screw In A Lightbulb? by Joe Mandese (RTBlog on 11/16/2020)

    It's been a long time since I've come upon a "shy" Trump voter. 

  • Former GroupM, Comscore Execs Start Media Measurement Firm HyphaMetrics by Wayne Friedman (Television News Daily on 11/02/2020)

    Congratulations JD, Chuck, Gerardo and Michael. Love watching you guys get up and running. 

  • The Tragedy Of Quibi by Ted McConnell (Media Insider on 11/05/2020)

    I haven't followed this tale of woe as closely as others have, but what strikes me is that they seem to have thought their competitive set was Netflix, Amazon Prime, and so on; "It's a streaming service but all short form!"In reality, their competitive set was Snapchat and especially TikTok. Which are already serving the mobile, short form video market, and which are 100% free to users.  Seriously, spend a little time with TikTok. It's mesmerizing. An endless stream of short form videos; if you don't like this one, just swipe to the next. Or wait 20 seconds. So who was Quibi for? The kid who thinks, you know, I don't have the attention span to binge a TV series, but I still wish I could pay for my videos?Excellent column, T-Mac. 

  • Here's Our First Ever MediaPost Endorsement by Joe Mandese (Red, White & Blog on 11/02/2020)

    Joe, I applaud your endorsement!And, I'd like to add, my company VideoAmp is closed tomorrow for just this reason.Vote everybody!

  • Can The ANA Drive Equitable Cross-Media Measurement? by Tony Jarvis (MediaDailyNews on 09/24/2020)

    Ed--Indeed I moderated the session TOny writes about where Duane Vartan and Jeff Boehme presented on the impct of clutter. So point taken. But for both tune-in and tune-away in differentially-engaging shows, and for clutter impact, I believe audience measurement can provide appropriate window via sufficiently granular measurementy (i.e. second-by-second ratings.) We should be able to quanrify the extent to which shows hold commercial audience throughout the pod with second-specific measurement; and too, we should be able to measure the impact of clutter on tune-out (but not attentiveness) in a similar fashion. Fundamentally, the problem we all have is that panels are no longer sufficient to do what we need done. So we migrate to solutions that integrate naturally occurring or other big data assets (e.g. STB data or other device data) and panels together. But that tends to place the second-by-second tuning data and the rich people data in different places to be integrated (not unlike meter/diary integration.) I believe that audience measurement going forward will be a challenge of enriching device data assets with different kinds of person-based insights; there's no single magic bullet anymore, which makes our jobs harder (but more interesting.)Alhough I am reminded that in Chinese, "May you live in interesting times" is a curse.

  • Can The ANA Drive Equitable Cross-Media Measurement? by Tony Jarvis (MediaDailyNews on 09/24/2020)

    I agree with Mr. Grono. What are media operators (I think "programmers" is the current term in vogue) contracting to sell? Frankly, I've always believed media providers were in the "leading the horse to water" business; not the "making them drink" business. As a TV network or station or cable operator, I can get your ad onto the screen and into Tony's living room. I have literally no control over whqt goes in IN that living room. Historically in advertising measurement, we've had audience measurement, and we've had creative testing. How well the ad holds attention is obviously essential to the overall mix; but that's between agency and brand, not broadcaster and brand. We've always treated the two fields (attentiveness/creative efficacy and audience counting) as separate disciplines that co-exist (I suspect Tony might want to interject about now with the old TAB's "Eyes on" wortk.) But thus far the consensus among the parties building these systems (i.e. ANA, WFA)-- which happily have a robust advertiser representation-- has been to leave the cognitive experience of the viewer (including attentiveness) off to the side for now. Which I think is the right decision.Now, having said that, I'll also leve the door ajar by noting that no one ever innovated in a revolutionary fashion by limiting their thinking to the practical and the possible.... 

  • Final Night TV Audience Of RNC Trails DNC's By 3.3% by Joe Mandese (Marketing Politics Weekly on 08/28/2020)

    Not yet... but given that Republican viewers skew older and the Democratic viewers skew younger; and given that the cord cutters and cord-nevers skew younger... I don't think this is a point that helps the president.

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