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Audience Measurement Body Seeks Research Proposals
Nielsen Media's TV industry forum, the Council for Research Excellence (CRE), is calling for proposals from research agencies for its Audience Consumption of Media study. The proposals should focus on measuring new technologies, such as digital video recorders (DVRs), and their effect on viewing habits and engagement.
The ultimate aim of the study, which is led by the CRE's media consumption committee, is to develop an improved audience measurement system. According to Steve Sternberg, Executive Director of Audience Analysis at Magna Global and co-chair of the committee: 'The very definition of television viewing is rapidly changing as DVRs and related time-shifted viewing, video on demand, and a host of new mobile content providers are about to have a major impact on how, where, and when people receive and watch video content.'
Proposals must be submitted by February 10th. The CRE is planning to issue further requests for research proposals later in the year, including a study on Non-Response and Valid Use of Data.
Nielsen Media Research created the CRE last year, pledging $2.5m to fund research projects. Members represent a range of client segments including broadcasters, advertisers, advertising and media agencies, and public interest groups.
More details of the request for proposals are on the CRE web site at www.researchexcellence.com.
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