CRE Calls for Online Video Consumption Data

In the US, Nielsen funded client think tank the Council for Research Excellence (CRE) is looking for an agency to analyse current research on new video-media usage - such as how screen size and 3D TV affects viewer engagement and how people consume video on mobile devices.

Nielsen set up the CRE in 2005 as a body which conducts independent audience measurement research.

It is governed by a Board of Directors comprising of 40 senior research professionals representing various industry interests, including advertisers, broadcast networks, cable networks and operators, broadcast stations, syndicators, and mainstream and ethnic agencies.

This latest project aims to review research that is currently available about video consumption on new platforms.

Laura Cowan - who is VP and Media Director of RJC Advertising and Chairperson of the CRE's Media Consumption & Engagement Committee - says that studying the latest and emerging patterns of video consumption is a major task, so as a first step the CRE wants to review what has been discovered so far.

She explains: 'Our goal is to take a deep cut into the viewer experience to gain a broader overview of what newer devices and uses can be measured, as well as the implications of any new methodologies for measurement.'

The deadline for submissions in response to the RFP (which can be downloaded here: www.researchexcellence.com/committees/mediaconsumption_committee.php is November 15, 2010, and the CRE expects to undertake the project in early 2011.

Seperately, yesterday, the Coalition for Innovative Media Measurement (CIMM) launched an initiative to study the feasibility of developing an open standard, to track both entertainment content and ads across traditional as well as digital media platforms.

Web site: www.researchexcellence.com .