Tag Archives: Participant Media

TMRE 2013 Video Released: Creating Pivot TV: Developing A Media Model Designed to Activate Millennials

Karen Ramspacher of Participant Media discusses the formation of Pivot TV in this presentation from the Market Research Event. She discusses the three different approaches they took which were quantifying, examining the cultural, and experiential. Millennials are 85 million strong and are often given a bad rap. They also believe they can do anything.

Sign for full access to this video presentation from The Market Research Event


A survey was conducted with 3100 respondents and they found that 64% were open to the idea of creating social change. This translates to 27 million millennials that they sorted into three groups or stages. The first is the “allies” which are skewed female and enjoy the entertainment value. The second is the “clicktivists” who are skewed male and take online action. The third is the “new heroes” which was the majority and they are engaged and willing to make a change.


A brand lives in an area where the marketing, content, and culture overlap.Millennials live in a post collapse culture and and seek role models because they don’t trust anyone. They are also a positive generation and are willing to clean up the mess even though they didn’t make it.


The quest to get millennials was proven to be a difficult one. They have so many pressures and so many choices that it make it a bleak world for them. The caring and doing spectrum covers the amount someone cares and how likely they will act on someone. Using this and interviews with millennials, they found that millennials want to be challenged and believe that companies that do good things are important.

Creating a brand filter was important to Pivot TV and they need to be disruptive, credible, and brave. The mission for Pivot TV was to create social change.

Watch the video here.

About the Author:

Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Save the Date: The Media Insights & Engagement Conference 2015

The 2nd Annual Media Insights & Engagement Conference will apply behavior based decision making to uncover new trends, ideas and patterns around navigating content and translating insights into new business opportunities. The conference experience will provide information and inspiration around smarter decision making by exploring how people are constantly changing how they interact with and engage across media platforms, content and delivery systems, now and in the future.
Save the Date!
The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA
Lock in the Lowest Rates to Attend – Save $700: http://bit.ly/1rB19Kv
Learn more about the event here:  http://bit.ly/1rB19Kv
The conference features all new content focused on Cross Platform Measurement, Research & Insights, the Future of Content, New Disruptors, TV Everywhere, Evolving Business Models & Partnerships, Understanding Viewer Behavior and much more.

In addition to groundbreaking content designed to decipher the future, we welcome the Millennial Rising Star Academy to share next gen thinking plus attendees participate in master classes,exclusive off the record sessions, interactive discussions, facilitated think tanks, case study competition and more.

Here’s what people are saying about the conference:

“You know the standard saying about conferences, i.e. “if I take home one or two new ideas, this will be worth it?? Well – I think this sets a new standard. I’ve got three or four new ways of thinking about my work, communications and the world.”- Barry Stoddard, Vice President, Research, Disney ABC Television Group

“This was indeed the best conference I attended in the past 5 years.”
- Daniel Marcu, VP, Research & Insights, IFC
“I really enjoyed having an opportunity to participate in this conference. It was a great group and an overall positive experience for me. I thought it was especially successful in light of the fact that it was the first one of its kind.” – Joseph Kessler, President, The Intelligence Group

Announcing the 2015 Conference Chairmen and Advisory Board:

Conference Chairmen
??         Jess Aguirre, SVP Research & Media Planning, Crown Media Family Networks
??         Tom Ziangas, SVP Research, AMC Networks
Advisory Board Members
??         Jim Bono, VP Research, Crown Media Family Networks
??         Brad Dancer, SVP, Research & Digital Media, National Geographic Channel
??         Steve Leblang, VP, Program Planning & Acquisitions, GSN
??         Holly Leff-Pressman, EVP, Business Development & Client Service, The Nielsen Company
??         Daniel Marcu, VP Research & Insights, IFC
??         Sean Merriweather, Director, Strategic Research & Analytics, Pivot, Participant Media
??         Michele Meyer, Vice President, Network Research, Univision
??         Robert Miner, President, Miner & Co. Studio
??         Pamela Pearce, Senior Director, Discovery Communications
??         Theresa Pepe, VP, Ad Sales Research, Nickelodeon
??         Don Robert, EVP Corporate Research, A+E Networks
Check out the 2014 Executive Summary to see what The Media Insights & Engagement Conference is all about:  http://bit.ly/1uDkY9z
Get Involved for 2015:
For speaking inquiries, contact Rachel McDonald, Senior Conference Producer atrmcdonald@iirusa.com.
For sponsorship inquiries, contact Clay Collier at ccollier@iirusa.com or Jon Saxe atjsaxe@irusa.com.
For media partner inquiries, contact Kacey Anderson at kanderson@iirusa.com.  
The Media Insights and Engagement Conference Team

Live from #MediaInsight: Give to Get in the Digital World

Karen Ramspacher, SVP of Research and Insights, PARTICIPANT MEDIA reveals some alarming insights about data privacy and what pivot plans to do to combat them 

Safe data is like safe sex.  We say we’re going to be careful, but what are we actually doing?  

“Terms and Conditions May Apply” started pivot down a road of exploring data privacy and online safety.  Focus groups added more fuel to the fire and helped pivot to launch the 18-month campaign “Eyes Wide Open.”

Anything we do online, anything, can be tracked and often is.  

In looking at talk about privacy in social media, we see two camps – the concerned core who are outraged, and the casual crowd who say, “what’s the big deal?”

Tweet from your house with location settings on?  Doing so even once or twice can make it easy for anyone to find out where you live.  

Google may be “free” to use, but we’re all paying with privacy.  Using even a fraction of the information they have about each of us would make them the most valuable company in history – by far.  

80% of people say it’s hard to know which sources can be trusted to deliver the truth these days.  38% of us share information without checking the source beforehand.  

With shows like Hit Record, pivot aims for full transparency – if you contribute content to the show, they’ll not only tell you how it will be used, but even pay you for it if they reap any benefits. 

“We’re like revolving doors of information” – when we share we’re using corporations’ tools, and they ARE getting paid for it.  One’s online behavior is worth up to $5K a year for a company like Google.  

87% want the government and businesses to be transparent about what they are doing with personal online information – but we have a long way to go to get there.  


Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: Every Voice is heard: Shared Perspectives

A keynote panel featuring:

Tom Ziangas, SVP Research, AMC NETWORKS

Bruce Leichtman, President and Principal Analyst, LEICHTMAN RESEARCH
Karen Ramspacher, SVP of Research and Insights, PARTICIPANT MEDIA
Christie Kawada, SVP Client Consulting and Strategic Marketing Science, NIELSEN

Moderated by Marc Berman, Editor in Chief, TV MEDIA INSIGHTS
How do we determine what’s working and what’s not in TV?  What is the measure of success?
  • Participant Media/pivot: “the power of a story well told can change the world.”  Success isn’t only about ratings, but the impact that programming has on society.  “New heroes” are part of the millennial generation – people who are taking action to make an impact. 
  • AMC Networks: success changes across networks.  For a network like IFC, most viewing is from DVR.  For WE tv, Braxton Family Values is the top show in its time slot among African-Americans.  For shows like Breaking Bad and Mad Men, the social prevalence can be a measure of success.    
  • Nielsen: TV lives and dies by Nielsen ratings in many cases, but there is more to the picture.  Smaller networks may not have the ratings, but may be creating a huge emotional response with viewers, so the value of the brand plays a big role.  It’s important to understand why people are passionate about what they watch - lifting the hood on consumers and using research to dig well beyond basic demographics.   
  • Leichtman: the best predictor of the future is the past.  It’s important to look beyond the numbers of a quant study and analyze trends – tracking the industry can be the best way to truly measure success.   

Measuring success gets more challenging as new platforms emerge.  Netflix’s original programming earns critical accolades, but how can we measure success when we can’t look at ratings the same way we can with traditional TV? 

Social media is also changing the conversation, as it’s no longer clear what’s more valuable – ratings or volume of social chatter?  This poses a big question for advertisers – where should they be looking?  

For a network like pivot where social action is important, social media is key.  It’s important to see not only that people are posting, but understand what they are posting and whether that translates into the social action that pivot is looking for.  

Tom Ziangas notes that it’s a great time to be in research, where the mix between quantitative and qualitative can help to round out the picture.   

Marc Berman mentions the importance of research when it comes to understanding the industry – “if you want to be involved in media, start out in research.” 


Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

How Social Has Revolutionized the Media Industry from Twitter, Facebook, CBS, NBC & More

It’s no secret, we’re all trying to figure out where, when and how people are spending their time. In a socially interconnected world, with Facebook, Twitter, Instagram, YouTube competing for attention, being a part of it requires a more empathetic understanding of your customers at a deeper level.

Join us in January at  The Media Insights & Engagement Conference and get access to industry leaders, first hand, to help you better understand your consumers social media consumption habits and how to engage with them across screens.

Twitter’s Jeffrey Graham takes the stage discussing how people use Twitter, and how companies are using the social platform to connect and engage with Twitter users.

Facebook’s Fred Leach, Head of Measurement Research, Development & Partnerships, as he shares the secrets that show how reach and frequency of different media types drive return on advertising spend, and the measurement tools and standards necessary to measure and optimize advertising return.

Cross Industry Panel on The Future of Social Media and TV Measurement
Find out if there is a correlation between social media and TV viewership and if an era of complementing measurements will be a reality.
‘             David Poltrack, Chief Research Officer, CBS Corporation (NEW PANELIST JUST ANNOUNCED!)
‘             Daniel Slotwiner, Head of Ecosystem Measurement Team, Facebook (NEW PANELIST JUST ANNOUNCED!)
‘             Dave Kaplan, VP, Bravo Ad Sales & Digital Research, NBCUniversal
‘             Andrew Somosi, CEO, SocialGuide
‘             Beth Rockwood, SVP Market Resources and Advertising Sales Research, Discovery Communications

And that’s not all. The Media Insights & Engagement Conference has a breakout track devoted to The Role of Social, Digital, Video & LinTV, with presentations from Viacom, Participant Media, HBO, HUB Entertainment Research, Time, Inc., and more, covering the use of second screens to build show and advertising engagement,  safer digital practices, cross-platform media insights and the use of mobile. Download the brochure for full details.