Tag Archives: TV

Insights Interview: Thomas Kralik, VP of Campaign ROI, Revolt TV

In our recent insights interview, we sat down with Thomas
Kralik, VP of Campaign ROI, Revolt  to
discuss how to reach the new age media consumer.
Here’s what Kralik had
to say:
What is the state of
the media research industry in 2017?
Kralik: The
research industry is an exciting place to be in 2017. It is a place where a
researcher must be fluent, not only in measurement, but understanding the
consumers media habits and lifestyles.
What have been the
biggest changes in the industry since you started your career? 
Kralik: It used
to be that a media company could put a program on the air, promote it to a demographic,
and get viewers to watch. Today, the media industry is being led by the
consumer based on their habits and lifestyles. This provides opportunities to a
media company because it can engage consumers via social, digital, linear,
throughout the entire day These tools need to be used to establish an emotional
connection with the consumer.

Have the influx of
social media and mobile made your job easier or harder?
Kralik: It’s
neither harder nor easier, but different. Social, linear and digital work in
tandem, so research has to be involved throughout the process from conception
to execution.
How has the media
consumer changed in the past few years?
Consumers are in charge. New technologies have given them
opportunities to access content anytime, anywhere. Consumers can now design
their ‘packages’ based on their habits and needs.
How can media
companies do a better job reaching the new age consumer?
Media companies need to be completely abreast of new
technologies and how and why they are used. They need to be very deliberate in
how they combine and execute content.
What is the biggest
challenge in the media industry today?
Coming up with an agreed upon methodology for measurement
that is accepted by the industry.
Where do you see
media research moving in 5 years?

Technology and consumers must determine that, but I could
see viewership and measurement moving closer to a digital measurement than
linear.

Q&A with Nielsen’s Chief Research Officer Mainak Mazumbar

In our Insights Interview series, we sit down with insights
executives to discuss the state of insights and where it’s going in the future.
We were fortunate to catch up with Nielsen’s Chief Research Officer Mainak
Mazumbar recently.
Here’s what he had to say:
What is the state of
the media research industry in 2017?
Mazumbar: Acceleration
of fragmentation and digitization of media will continue to create unique
opportunities for the media research industry. 2017 is the year when media
research will deliver massive measurement innovation by incorporating various
data (e.g. mobile devices, set top boxes, over the top, location etc) into the
current measurement methodologies in ways no one ever has before.
What have been the
biggest changes in the industry since you started your career’?
Mazumbar: Decline
in consumer participation in surveys and rapid adoption of mobile devices have
posed methodological and measurement challenges. Researchers have much better
insights into media behavior than before because of digital data. New open
source tools and cloud now allows researcher to deliver measurement at speed
and scale’. New data science talent who are versed both in statistics and
computing.
Have the influx of
social media and mobile made your job easier or harder?
Mazumbar: It’s definitely
easier because social and mobile data now allow us deeper understanding of
media consumption in almost real time. The challenge is how we, as researchers,
develop methodologies addressing both scale and speed.
How has the media
consumer changed in the past few years?
Mazumbar: While
we see continued fragmentation, consumers are spending more time on media than
ever before. I think mobile and new forms of video make a huge difference and
have revolutionized how we consume and interact with media.
How can media
companies do a better job reaching the new age consumer?
Mazumbar: Continue
pushing forward new strategies for mobile and video.
What is the biggest
challenge in the media industry today?
Mazumbar: Three
challenges:
1) It’s all about consumers’ “attention” on
various platforms and devices
2) Get ahead of fraud/ viewability issues and regain
advertiser’s and consumer trust
3) Data protection and privacy
Where do you see
media research moving in 5 years?

Mazumbar: There is an increasing
need for a third party and objective view of consumer behavior. This will
require researchers to develop independent and high quality data sets that
reflect the true behavior of real people — to address biases, limitations and
incompleteness of device level data. And the speed at which clients need to
make business decisions is increasing. Therefore, we need to deliver research
and insights with speed and scale.
Want more expert insights on the market research industry? Attend one
of upcoming 2017 insights events:
Marketing Analytics
& Data Science
April 3-5, 2017
San Francisco, CA
Use code MADS17LI for $100 off.
Buy tickets: https://goo.gl/YqXZdx

TMRE in Focus
May 1-3, 2017
Chicago, IL
Use code FOCUS17LI for $100 off.
Buy tickets: https://goo.gl/c2UdIv

OmniShopper
June 20-22, 2017
Minneapolis, MN
Use code OMNI17LI for $100 off.
Buy tickets: https://goo.gl/oUB85g 

TMRE: The Market
Research Event
October 22-25, 2017
Orlando, FL
Use code TMRE17LI for $100 off

Buy tickets: https://goo.gl/SKtcUv

The Media Insights & Engagement Conference 2017 Recap

By: Jim Bono, Vice President, Research, Crown Media Family Networks 
Nearly 300
research and insights executives from over 140 different organizations in the
media industry gathered in Fort Lauderdale seeking to overcome measurement
challenges, uncover the next generation of research methodologies, and create
new engagement strategies.
Day 1 recap
MI&E
Conference Coordinator, Rachel McDonald, started off the day welcoming this
year’s attendees and introducing this year’s co-chairs: Janet Gallent
(NBCUniversal), Rob McLoughlin (POPSUGAR) and Bruce Friend
(Maru/Matchbox).
OPENING KEYNOTE
INTERVIEW – RE-IMAGINING THE FUTURE OF TELEVISION
Bruce sat with
Turner’s Howard Shimmel for a one-on-one discussion about the future of the
industry.  Recently, at a Cynopsis
conference, Shimmel said “we’re at a measurement crisis.”  Elaborating on that comment, he explained how
it’s 2017 and we still do not have a robust cross-platform solution for our
industry. Advertisers want an infrastructure that allows more exposure than
just reach and frequency.  With Total
Audience, we still don’t know what to do with it.
They also
discussed the Turner Ad Lab, and how people go to Netflix, Hulu, etc., to watch
content without ads. What can we do to make the advertising experience better
for the consumer?
Howard believes
that the industry should have a published document that mandates what currency
data research vendors should provide for the content providers. As new
platforms are emerging, we need to better understand where those consumers are
going to find content.
Bruce asked
about big data and how it’s all the rage. As an industry where do we go from
here?  Howard explained how there is an
abundance of research tools out there. 
We just haven’t done a good enough job telling our clients that we have
all these tools.  Big data is a component
to an overall data framework. We need to know when to use it and not to use it.
Sometimes Big Data can be wrong data.
Bruce also
questioned how new companies are great with tech but don’t understand the data
they deliver. However, other great long-time research companies are very good
at analyzing data but don’t have the tech. 
Howard feels that there’s nothing wrong with using a combination of data
sets like Nielsen, MRI, and panel data to come up with the best solution.
Unfortunately, there are too many companies that reach out and don’t really
understand our businesses.
He still
believes that survey research is important to our industry as data tells what,
but not why.
KEYNOTE 1 – THE
IMPORTANCE OF RACE AND ETHNICITY IN REACHING MILLENNIALS
Cathy Cohen,
Professor at University of Chicago, gave us a very entertaining look at
millennials and the importance of race and ethnicity among this group,
especially regarding this year’s election. The majority of Millennials in the
US are Hispanic and African-American, and by 2060 White will be a minority.
In this past
year’s election, more African-American and Latino Millennials voted for
Democrats, while there were more white Millennials voting Republican. However,
in the 2016 primary vote the choice among all Millennials (regardless of
ethnicity) was Bernie Sanders.
Cohen’s
presentation covered
??        
The complexity of Millennials through a racial framework
??        
Researching race and Millennials
??        
Rise of Millennials in the workforce
??        
Importance of Millennials in the Political force
Millennials are
becoming an increasingly important electoral demographic.  The share of eligible voters that are
Millennials has grown during last 3 elections:
??        
2008 – 23%
??        
2012 – 29%
??        
2016 – 36%
Cohen also
addressed the six key problems with studying Millennials:
1.      
 Generational frames /
over-representation of white Millennials
2.      
 Under investigation of
white Millennials
3.      
 Homogenous communities of
color missing Millennials
4.      
 Segmentation of Millennials
of color – pick one!
5.      
 Millennials as experts of
Millennials – homophily
6.      
 One-offs or waves – assumes
stability in taste, preferences and decisions
KEYNOTE PANEL -
HOW CONSUMERS ENGAGE WITH PROGRAMMING ACROSS SOCIAL PLATFORMS
‘ moderated by Sean Casey, Nielsen Social Guide
o  
Brian Robinson (Facebook)
o  
Tom Ciszik (Twitter)
o  
Guy Ram (NBC)
o  
Leslie Koch (HBO)
Insights from
this panel discussion focused on the evolution of social media and how quickly
it’s grown.
Consumers spend
5.5 hours per week using Social Media on their smartphone.
64% of
consumers use smartphone while watching TV. 
1.2 billion
interact on Social referring to TV.
After breaking
for lunch hour afternoon consisted of Concurrent
Tracks
.  These case studies were
broken into three groups:
??        
Track 1 -
Targeting Viewers
??        
Track 2 – Audience
Insights
??        
Track 3 – Innovation
in Media
The Audience
Insights
breakouts were:
?? 
REVOLUTIONIZING
HOW THE WORLD SEES MILLENNIALS AND GEN Z
‘ Rich Cornish and Tasja Kirkwood, Viacom
?? 
HOW STARZ
STRECHES RESEARCH FURTHER
‘ Kendra Sindleman, Starz Entertainment
?? 
PUT A SEXY SPIN
ON YOUR SALES STORY
‘ Karen Ramspacher, David Tice and Jola Burnett, GfK MRI
?? 
LEVERAGING FAN
PASSION IN COLLEGE SPORTS
‘ Keith Friedenberg, WME/IMG
?? 
EMOTIONAL
CONNECTION: A MEASURE BEYOND RATINGS FOR TELEVISION
‘ Lauren
Zweifler, NBCU
The Innovations
in Media
breakouts were:
?? 
MAXIMIZING AD
ENGAGEMENT IN TOTDAY’S CROSS-PLATFORM WORLD
‘ Jon
Giegengack and Peter Fondulas, Hub Entertainment Research, and Richard Zackon,
CRE
?? 
EXPLORING THE FUTURES OF STORYTELLING AND ENGAGEMENT THROUGH SLOW
INNOVATION
- Sam Ford, MIT Comparative Media Studies
?? 
VOICES OF MADTECH: HOW MARKETERS & AGENCIES SEE THE MADTECH WORLD ‘ Sherrill Mane, Ipsos
Connect
?? 
LEVERAGING AUDIENCE
VIEWERSHIP & BEAVIORAL INSIGHTS FOR LINEAR MONETIZATION
‘ Shiv Sehgal,
RSG Media
Below are the Track 1 – Targeting Viewers case
studies:
FROM ORDINARY
TARGET TO PERSUADABLE TARGET
David Kaplan
from Bravo, along with Zach Schessel from NBCU and Peter Bouchard from Civis
Analytics, discussing how to hit the right target audience and
“swing” viewers. The presentation also looked at how to attract
casual viewers without alienating the core viewers.
Key takeaways
were:
??        
The different creative approach is often required for on-air vs.
off-channel to drive maximum impact with loyal and casual viewers
??        
Casual Bravo viewers may all have some affinity for the network
but only the “swing viewers” in this group can be readily persuaded
to deepen their commitment and watch more
??        
 An ad’s positive persuadability
should be balanced with any potential backlash effects to ensure a net positive
effect
??        
 Not all swing viewers are
created equal, e.g. consumers in different DMAs can have a varied response to
creative hooks
VIEWING
PREDICTIONS & INVENTORY OPTIMIZATION: THE SECRETS TO SUCCESS IN AUDIENCE
TARGETING
Steve Schmitt
of TiVo showed us how TiVo is helping clients get from traditional linear to
non-linear content, and how they improved campaign performance using optimizers
and brand targeting. His presentation focused on how:
??        
 TV consumption has
undergone profound changes, especially Millennials age 18-34
??        
 Total video consumption
continues to expand with DVR, VOD, SVOD and online/mobile viewing extending the
power of linear TV
??        
 Linear TV has majority share,
but it is declining as on-demand options expand
Concepts on the
rise are binge viewing, on-demand, cord-cutting and cord-shaving, while things
like appointment viewing and one-size-fits-all on decline.
ONLINE VIDEO IN
THE TOOLBOX: A MUST HAVE
Darlene
LaChapelle and Maya Abinakad from AOL talked about the top drivers for video
growth, with “social media video offerings” and “better quality
creative” leading the way, and how online video growth is driven by mobile
devices.
??        
Online video viewing on a smartphone is on par with that of a
computer
??        
 Consumers indicate they
have few technical barriers watching online video on their smartphones, but get
the convenience of watching anywhere, anytime
??        
 62% said I watch more
online video today than one year ago
??        
 62% said in the next 6 months
I expect to watch more online video
Laptop/desktop
(70%) is still the leading device on which online video is watch daily, just
edging smartphone (67%)
HOW TO ENGAGE
MULTICULTURAL MILLENNIAL INFLUENCERS IN 2017 AND BEYOND
Our afternoon
continued with our only Track 1 panel. 
The panel was moderated by Horowitz’s Adriana Waterson, and we heard
from Michele Meyer (Univision), Tom Kralik (Revolt) and Lia Silkworth
(Telemundo) as they discussed their key takeaways about multicultural
millennials and the importance of this audience in our business today, as
leading consumers of cross-platform media.
??        
 Hispanics are leading the
charge in cross-platform media consumption
??        
 Millennial and Gen Z trends
ARE multicultural trends
??        
Gen Z is more diverse and multicultural and are digital natives
??        
 If you join a multicultural
network, your general market skills may not “translate”
THE NEXT
GENERATION OF AD EFFECTIVENESS
Our first day
concluded with this presentation from Chris Kelly at Survata.
Day
2 recap
Co-chair Rob
McLoughlin opened the morning with a recap for Day 1, and a look at what to
expect for Day 2.
KEYNOTE 1: MULTIDIMENSIONAL MEDIA & THE FUTURE OF
ENGAGEMENT
Amber Case,
author of Design for the Next Generation of Devices, gave us a comical look at
connected devices and how the average consumer has become dependent on them.  She showed us products like PetNet, and how
the Web and technology play a major role in self-development.
In this world
of ever changing technology, we need to make sure that ‘machines shouldn’t act
like humans, and humans shouldn’t act like machines.’
KEYNOTE 2 – DIGITAL HUMANISM: THE COMING AGE OF CONTENT
Edwin Wong of
Buzzfeed gave us his insights on Recoding Culture.  We got a look at Millennials and how culture
is being reshaped and where it’s headed.
76% of Gen Y
say “it’s the norm to be radical” (as opposed to 60% of Gen X).
Buzzfeed conducted
a study breaking millennials into 4 groups:
o  
Omegas
o  
Sigma’s
o  
Cult Kids
o  
Nichesters
And we found
that there are strong overlaps between these groups.
Wong stressed
how we’re moving towards the end of demographics, evolution of psychographics
and the rise of the individual.
He ended his
keynote with a very touching video about Asians and their stories about the sacrifices
their parents made for them.
KEYNOTE 3 – BEYOND
THE STORY: WHY YOU NEED A NARRATIVE
Tobin
Trevarthen of 21st Century Narrative and author of Narrative Generation was our
next keynote speaker and covered:
??        
what is a narrative
??        
why you need a narrative
??        
story vs. Narrative
??        
building a narrative
A narrative
differs from a story.  More directly, a
narrative is a mosaic of related, contextual stories that inform and define
one’s perspective.
A story has a
beginning, a middle and an end.  A story
has a plot, and acts as a one-way monologue.
A narrative is
endless, and has a more interactive dialogue.
Tobin showed
how Tesla automotive expanded the brand narrative to reach consumers.
KEYNOTE 4 – ADDRESSING
TRUST AND TRANSPARENCY WITH BIG DATA IN TV MEASUREMENT
Mainak
Mazumdar, CRO of Nielsen, was our last keynote speaker of the morning.  Mazumdar explained how recently data sets had
errors and inaccuracies in station crediting, time shifted content and missing
live viewing.  He addressed 2 key
questions:
??        
what is our “ground truth?
??        
how do we understand and correct for biases?
Nielsen used
RPD data along with 200,000+ high quality person’s panel to address methodology
challenges.
His RPD data
and panel findings showed that:
??        
20% of live RPD minutes were credited to the wrong station
??        
25% of live viewing in the RPD was missing
??        
40% of time shifted viewing was credited to the wrong content
Nielsen is
working hard to understand and correct these inaccuracies.
The Day 2
afternoon Audience Insights breakouts were:
?? 
comScore SHARES
THE KEY TO UNLOCKING AUDIENCE INSIGHTS
‘ Carol Hinnant, comScore
?? 
WHY CO-VIEWING
MATTERS

Marc Normand, Disney-Freeform and Brian West, Disney ABC
?? 
AUDIENCE
INSIGHTS FOR 2017 AND BEYOND
‘ Rick Kelly, FUEL CYCLE
?? 
ADVANCE YOUR
INSIGHTS BY REBUILDING YOUR COMSUMER COMMUNITY
‘ Jim Powel,
Comcast
The Innovations
in Media
breakouts were:
?? 
INSIGHTS OR
INSANITY IN THE AGE OF COMPLEXITY
‘ James Petretti, Sony Pictures Television
?? 
HOW BBC AMERICA BROUGHT THEIR AUDIENCE TO LIFE THROUGH ETHNO-SEGMENTATION ‘ Courtney
Thomasma, BBC America and Robert Miner, Miner & Co.
?? 
MARKETING TV NEWS RELEVANT TO NEW GENERATIONS ‘ Kimberly
Maxwell, NBC News, Sam Ford, MIT Comparative and Peggy Einnehmer, LRW
?? 
FUTURE OF
ONLINE VIDEO
‘ David Dowd, Tubular Labs
Below are the Track 1 – Targeting Viewers case
studies:
CHANNEL ME
Jason
Shalaveyus from Starcom and Nicole Tramontano from Turner showed us how agencies
and media companies need to understand how consumer video ad experiences keep
pace with content experiences. 
Despite the
industry pendulum swing away from engaged reach towards efficiency and
programmatic buying in recent years, Starcom and Turner set out to determine:
??        
Relative importance of contextual factors that influence ad
receptivity
??        
Range of impact for individual factors
??        
Net effect of multiple factors
??        
Prevalence of optimal contexts among segments
??        
Whether contextual relevance can improve upon category relevance
??        
If ceding even more control to the viewer improved the overall
viewing experience
Top findings:
??        
Easy wins where you have high control over highly influential
factors are hard to come by
??        
Life environments affect receptivity more than ad environments
??        
Content has a stable shelf life, but ads spoil quickly
??        
Relevance is important both in the market and in the moment
??        
The cat is out of the bag as far as control, but leashes can work
In summary:
A rising tide
lifts all boats.
Don’t neglect
the impact of context.
Be selective.
Be Flexible.
GEN Z: DIVING
INTO THE YOUTH GENERATION
Armida Ascano
and Gil Haddi from Trend Hunter are helping clients find the stories that
connect them to Gen Z (infants to 17) – what defines them and what they mean to
Media.  They are not as big as
Millennials, but they are just as important. 
By 2020, Gen Z will be 40% of the consumer base.
They explained
the overall differences between to two age group.
Online
Presence:
??        
Gen Y ‘ Facebook (overshare)
??        
Gen Z ‘ Snapchat (private)
Media
Consumption:
??        
Gen Y ‘ Love content
??        
Gen Z ‘ Really, really love content
Outlook on
Life:
??        
Gen Y ‘ Laissez faire
??        
Gen Z ‘ Cautiously planning
Gen Z is the
most diverse generation, and they are underrepresented in the mainstream media.
As a result, they turn to influencers who look and speak like them.
They already
have the tools, creativity and desire to create, but do not enjoy passive media
consumption.
This generation
is swapping in aspiration for realism.  As
content providers, we need to choose influencers and messaging with this in
mind.
VIEWER CHOICE: PRIMETIME
ALL OF THE TIME
A nearly packed
room showed up to see Melanie Schneider (AMC) and Stephanie Yates (WE) present
their case study.
‘TV is Dead! Run for the Hills!’ ‘Cord-cutting Means the End of Linear!’
‘Cable TV as We Know it is Dying!’
These are the comments we hear in the press everyday about our
industry.  And it’s true that TV viewership
has shown downward declines over the past 5 years.  However, content is up more than ever.  How are we able to watch all this content?  Technology has propelled viewer choice.
AMC Networks
did a study focusing on content, taking a deeper dive into Nielsen respondent
level data exploring viewers, their habits, and how they watch content.
THE OTT
CONUNDRUM: USING PSYCHOGRAPHICS TO UNDERSTAND CROSS-PLATFORM VIDEO CONSUMPTION
Tamara Barber
from Simmons Research gave us a presentation explaining that video consumption
is not just linear and live anymore. 
The majority of
the share of Broadcast viewing still comes from Live (35%) and DVR playback up
to 7 days (34%).  The same holds true for
Cable, with 43% viewing done Live and 26% coming from DVR playback in the first
7 days.  However, there is still a large
market opportunity for DVR after 7 days, VOD after 3 days, and OTT.
Simmons looked
at comprehensive video measurement across linear, SVOD, OTT and other connected
devices.
OTT users are
psychographically different. The Top 10 OTT user attributes included:
??        
more digital
??        
more social media
While the Top
10 attributes for non-OTT users included:
??        
use cell phone for calling only
??        
read newspaper daily 
Simmons is
hoping to use psychographics to optimize Media planning and buying.
Day
3 recap
Day 3 started with co-chair Bruce Friend recapping Day 2,
then introducing today’s first keynote speaker.
KEYNOTE 1 – MONEYBALL:
THE ART OF WINNING AN UNFAIR GAME

Paul Depodesta, CSO of Cleveland Browns,
engaged the audience with an overview that there’s a certain way that things
work.  Whether baseball, black jack, or
other situations in life, there’s always that ‘rule of thumb’ that we are
taught to follow.  However, sometimes the
‘rule’ doesn’t always work.  It’s all
about the process. Paul described a process/outcome quad:
??        
Good process/ Good outcome =
success
??        
Good process/ Bad outcome
= just unlucky
??        
Bad process/
Good outcome = get lucky once, but then rely on that luck to be successful
again
??        
Bad process/
Bad outcome = recipe for failure 

So, how do you
win with a lack of resources? 
Putting together a championship team is like cooking a
gourmet meal – you need the right ingredients. 
We’re always asking the naive questions- why is the market
down, why is this player struggling? We need a reason, but there not always is
a reason, so we try to explain by creating our own cause and relationships.
As with The
Oakland A’s in Moneyball, sometimes we need to throw out the old metrics, that
‘rule of thumb’ and start new.  Key
takeaways he learned from testing these new metrics were:         
??        
Find skillful
affordable talent to replace high priced starts
??        
Statistics can
be misleading
He drew
comparisons of scouting baseball players to testing programs.  Emotions drive our decisions, and we tend to
look for data to support and confirm these decisions, while dismissing any data
that contradicts what we believe.

Paul left us
with these 3 points: 
??        
become aware
of biases
??        
become
relentless in asking the naive question
??        
in the game of
uncertainty, how can we beat the house? Learn by previous failures to better
hit success.
KEYNOTE 2 – INSIGHTS
FROM THE 2016 ELECTION

The late morning keynote was actually broken
into 3 parts.  Robin Garfield of CNN
spoke first, and then we heard Dr. John Lapinski from NBC News, followed by a
Q&A with our 2 speakers.

Millennials told us they wanted a candidate who has a plan
to:
?? 
Create good paying jobs
?? 
Make healthcare more affordable
?? 
Do something about the soaring
costs of higher education and student debt
Millennials also told us they didn’t want a candidate who:
?? 
Represents ‘more of the same’
They were looking for a transformational candidate – someone
who will ‘change the government’, and that they were ‘done with the Clintons
and Bushes.’
Most Millennials liked Bernie Sanders, and both
Trump and Clinton were viewed negatively.

Not only was 2016 the most watched year on record in cable
news (with over 3 million total P2+ aggregate audience), but more people came
out to vote in 2016 than ever before.
??        
2000 ‘ 105.4
million total turnout (54.2% of eligible population that voted)
??        
2004 ‘ 122.3
million (60.1%)
??        
2008 ‘ 131.3
million (61.6%)
??        
2012 ‘ 129,1
million (58.6%)
??        
2016 ‘ 136.6
million (59.0%)
We were show examples of ‘what-if’ scenarios, that
demonstrated how close the election really was.
While Clinton’s popular vote lead was just shy of 3 million
(65.8 million for Clinton compared to 63.0 million for Trump), the red/blue map
showed that the majority of Clinton’s popular vote came from New York and
California.  And the 2016 Electoral
College hinged on a handful of states, with Trump taking Florida and the Rust
Belt states (Iowa, Michigan, Ohio, Pennsylvania and Wisconsin).
KEYNOTE PANEL
- CROSS PLATFORM MEASUREMENT AND THE FUTURE OF MEDIA
Jane Clark, from the Coalition for Innovative Media
Measurement, moderated this panel which included:
Jed Meyer (Univision), Jonathan Steuer (Omnicom),
Carol Hinnant (comScore), Steven Schmitt
(TiVo) and Kelly Abcarian (Nielsen).
The panel gave us a perspective of the industry from the
network, agency, and measurement side.  They
addressed the integrity of data and optimizing tools for better plans.  They talked about how there’s a constant
struggle trying to bring all measurement across all platforms together.
Kelly stressed how measurement needs to be a team sport.  Media companies are more and more starting to
own their own data, and that changes the dynamic of the industry.
There is a call from the network and agency side for duration
weighted viewable impressions across all platforms, and the measurement
companies just aren’t there yet.  The
question remains ‘ how do we get there?
The Day 3
afternoon Audience Insights breakouts were:
?? 
MULTICULTURAL
TV AUDIENCES ON TWITTER
‘ Meghann Elrhoul, Twitter
?? 
FULL SPECTRUM:
ILLUMINATING THE CONTENT PREFERENCES OF MULTICULTURAL AUDIENCE
‘ Thomas
Grayman, SpikeTV
The Innovations
in Media
breakouts were:
?? 
USING TRENDING
DATA TO UNCOVER THE WHITE SPACE
‘ Rob McLoughlin, POPSUGAR
Below are the Track 1 – Targeting Viewers case
studies:
QUANTIFYING
CROSS-PLATFORM ADVERTISING IMPACT IN LATIN AMERICA

ESPN’s David Hobbie gave us insight to David’s study focused on an advertising
campaign during this past year’s Olympics in Rio, and the impact and brand lift
experienced on ESPN Latin America.
THE STORY OF
KIDS MEDIA
The last case study track of the conference had Theresa
Pepe of Viacom give us an in depth look at kids’ data and… The
Story of Me.
We learned about kids under 11 and how they are the most
diverse kids ever. They make up 15.4% of the US population, and are extremely
persuasive. 
Theresa showed us a breakdown of these kids
focusing on:
??        
My beginning
??        
My world
??        
My family
??        
Myself
??        
My friends
??        
My tech
??        
My dreams
??        
Me in a nutshell. 

Since they were born these kids experienced: 
- The
first Black president 
- Terrorism
- Marriage equality 
- Great recession 
- YouTubers 
- On demand 
- Social Media 
- Device overload 
- Gender neutrality 

Their role models are their families’ and some
celebrities.  While 78% of girls look up
to mom, on 58% of boys look up to dad. 
26% said the look up to a grandparent, while the rest of their role
models included YouTube/Vine stars (19%), teacher (18%), brother (17%), sister
(15%), aunt/uncle/cousin (13%), actor/actress (10%), athlete (10%).
And they are busy!  6.2
hours of the day they are in school, while the rest of their day entails
sleeping (8.7 hours), eating/traveling (1.7 hours), organized sports/activities
(.9 hours), doing homework (.8 hours), and 6.4 hours going towards leisure (26%
of their day.)
In their free time, they watch TV (48%), play with toys
(43%), play video games (33%), and play outside (18%).
CONFERENCE
WRAP-UP

The Conference concluded with a wrap-up with the year’s
co-chairs and the advisory panel giving their feedback of the sessions,
discussing plans for next year’s conference, and taking questions from the
audience.

The Media Research Industry has More Opportunities Than Ever Before

Insights have become a vehicle for influencing marketing and
ultimately, the world. That’s why next in our Insights as a Vehicle for
Influence interview series, we sat down with Sam Ford, a media executive,
consultant, and research affiliate with MIT Comparative Media Studies/Writing. In
our conversation, he shed some light on how the media industry has changed and
how media companies can do a better job at reaching the ‘new age’ consumer.
What is the state of
the media research industry in 2017?
Media research is in an interesting state at the moment. On
the one hand, there’s more to potentially research than ever before. Quantitatively,
there’s more to research than ever before, and organizations are finding new
ways to collect, synthesize, and make sense of all the data they are bringing
in.
However, with that influx of data, there still remains a
certain surety in what it’s saying, without necessarily enough questioning of
whether we’re asking the right questions. I feel like we’ve spent a lot of time
in the media industries gathering the data that is easiest to gather, or that
feels the most similar to what we’ve always gathered, leading organizations to
continue to be driven by impressions-and-reach-based models, when they may
often not be serving the needs of media companies, advertisers, or audiences
all that well.
Meanwhile, there are more opportunities than ever to do
great qualitative research, from audience experience projects to netnography,
but organizations often have not prioritized/invested in these methods. Many
organizations are making deeper investments into digital research, but all too
often the teams aren’t connected in the ways they should be to maximize
effectiveness and minimize redundancy. And, most importantly of all, the sort
of pattern recognition most important for good insights work may not be
positioned in many media companies in a way that allows it to contribute all it
can. After all, gathering data, qualitative insights, benchmarking, and
thoughts about future trends are all only useful if there are ways all of this
is being synthesized, analyzed, and brought to the table for key decisions being
made across the organization.
What have been the
biggest changes in the industry since you started your career?
I’ve spent years on different sides of these questions. I
began my career as a journalist. For the past 12 years, I’ve tackled these
questions most consistently from an academic’s perspective, looking at these
questions from outside the day-to-day needs of a particular media organization.
I have spent many years consulting with big brands from a marketing and PR
standpoint. And I spent much of the past two years working at a media company
operating in the network television, cable television, digital publishing, and
digital video distribution spaces.
Across all those vantage points, I’ve seen an industry
weathering a prolonged period of massive change, largely by finding ways to
hold as closely as it can to an ongoing semblance of normalcy’which is to be
expected in an industry where businesses can never truly close up shop. We’ve
seen an acceptance that you can’t fight change throughout the media industries,
but it has come along with a desire to cling to the broadcast model.

Have the influx of
social media and mobile made your job easier or harder?
Media companies, and advertisers, used to have very few
methods to really understand and listen to their audiences. We have all sorts
of new methods to be able to do that now. So, rather than having to create
aggregate stand-ins like customer segmentation profiles for our audience, we
have more access to those real people than ever before.
However, with that overabundance of information, we’ve
strangely found ourselves in a similar position as when we didn’t have enough
information’relying too often on ways of understanding audiences that may not
be the most insightful. In this case, it’s what’s easiest to collect or feel
concrete about, in a world where the overabundance of potential information
gives us the feeling of chaos.
How has the media
consumer changed in the past few years?
I don’t suppose people have changed all that much, in the
sense that the way audiences are using technology often mirrors things people
have always wanted to do but couldn’t necessarily do so as easily, or’if they
did’happened in ways that media companies or advertisers couldn’t easily
detect. People want to keep media content. People want to share media content.
People want to talk back to media content. People like to have as much control
as they can over their choices. Now that those options are becoming easier,
viewers have to think even more deeply about how they want to engage with
different types of programming.
If I can watch a series at my own pace, what do I want that
pace to be? Do I watch different types of programming at different types of
paces? When do I want to engage more deeply with media content, versus when do
I want to engage more passively? As media organizations put more effort into
engaging active audiences, it leaves those audiences to think about when,
where, and how they want to participate.

How can media companies do a better job
reaching the new age consumer?
I think we are only scratching the surface of what we can do
to really resonate with audiences. Most importantly, I believe, is finding as
many ways as possible to put ourselves in the shoes of the audience members who
are coming to us on purpose. As we get away from reach metrics as the
cornerstone of our business models, it allows us to think about how we as an
industry build around the sort of CRM models that drive subscription-based businesses’that
lead to fostering an active audience base engaging with you on purpose, and
with purpose.
No matter what type of media company you are, it seems that
this is the most important, stable, and lucrative part of the audience, but the
one that business models have all too often driven companies to neglect and
take for granted. When we are imagining each month’s digital traffic goals or
viewership goals as tabula rasa, then everything becomes focused on driving as
much general-audience interest as possible in what we do.
And for those organizations that do, for instance,
serialized programming or subscription models, there’s still a lot of work to
be done to really understand and think about everything the media company does
from the shoes of that active audience. How do they want to engage with the
content? What else do they want from the media brand? Why do they become
proselytizers? How do you identify audiences already engaged in similar content
but who haven’t yet found their way to you? In such a cluttered media landscape
as we have today, we can’t take for granted that people will quickly find us.
What is the biggest
challenge in the media industry today?
We have machines built around pushing what’s on/coming out
now, not for maintaining the longevity of content that has the potential for a
long shelf-life. In an era where a good portion of media content is available
for on-demand engagement later, we have to think about how we support machines
that are much better at monetizing media products over time, thinking about
investments in content for which the ROI may come slowly but which may continue
on for years, if supported in the right way.
We see glimpses of this in how subscription services think
about investment in original content production’and I recommend everyone read
Amanda Lotz’s new treatise Portals as
a way to dig more deeply into these questions. But media businesses, and the
research teams that support them, have to think about how to recalibrate the
machines we’ve built over the last few decades to these new types of questions.
Where do you see
media research moving in 5 years?
I hope to see media researchers continue to make great
strides in helping organizations create meaningful media texts which
demonstrate an understanding of what audiences want and how audiences want to
engage them. I hope to see research and insights work, as a function, taken
increasingly serious by corporate decision-makers who need the expertise that
the best of the research & insights field have to offer.
In an era where so much remains up in the air about the
media industries, and where trust in media companies has been a topic of common
popular discussion, it’s up to media researchers to think about the role they
can play as catalysts for a discussion about how we build models that serve
content producers, media companies, advertisers, and audiences better than what
we have right now. If we don’t take advantage of the current liminal moment for
the television industry (See M.J. Robinson’s work on this in the forthcoming
book, Television
on Demand
), then I don’t know what will make us seriously tackle these
questions until models start falling apart.

Sam Ford is a media
executive, consultant, and research affiliate with MIT Comparative Media
Studies/Writing. He also teaches in the Popular Culture Studies Program at
Western Kentucky University. In 2015-2016, he founded and ran the
Univision/Fusion Media Group Center for Innovation and Engagement, as VP,
Innovation & Engagement, for Fusion. He is also co-author of the 2013 book, Spreadable
Media: Creating Value and Meaning in a Networked Culture. More on his
work here.

#MediaInsights Day 3 Recap

Day 3 started with co-chair Bruce Friend recapping Day 2,
then introducing today’s first keynote speaker.
KEYNOTE 1 – MONEYBALL:
THE ART OF WINNING AN UNFAIR GAME

Paul Depodesta, CSO of Cleveland Browns,
engaged the audience with an overview that there’s a certain way that things
work.  Whether baseball, black jack, or
other situations in life, there’s always that ‘rule of thumb’ that we are
taught to follow.  However, sometimes the
‘rule’ doesn’t always work.  It’s all
about the process. Paul described a process/outcome quad:

??        
Good process/ Good outcome =
success
??        
Good process/ Bad outcome
= just unlucky
??        
Bad process/
Good outcome = get lucky once, but then rely on that luck to be successful
again
??        
Bad process/
Bad outcome = recipe for failure 

So, how do you
win with a lack of resources? 

Putting together a championship team is like cooking a
gourmet meal – you need the right ingredients. We’re always asking the naive questions- why is the market
down, why is this player struggling? We need a reason, but there not always is
a reason, so we try to explain by creating our own cause and relationships.
As with The
Oakland A’s in Moneyball, sometimes we need to throw out the old metrics, that
‘rule of thumb’ and start new.  Key
takeaways he learned from testing these new metrics were:         
??        
Find skillful
affordable talent to replace high priced starts
??        
Statistics can
be misleading
He drew
comparisons of scouting baseball players to testing programs.  Emotions drive our decisions, and we tend to
look for data to support and confirm these decisions, while dismissing any data
that contradicts what we believe.

Paul left us
with these 3 points: 
??        
become aware
of biases
??        
become
relentless in asking the naive question
??        
in the game of
uncertainty, how can we beat the house? Learn by previous failures to better
hit success.
KEYNOTE 2 – INSIGHTS
FROM THE 2016 ELECTION

The late morning keynote was actually broken
into 3 parts.  Robin Garfield of CNN
spoke first, and then we heard Dr. John Lapinski from NBC News, followed by a
Q&A with our 2 speakers.

Millennials told us they wanted a candidate who has a plan
to:
?? 
Create good paying jobs
?? 
Make healthcare more affordable

Millennials also told us they didn’t want a candidate who:
?? 
Represents ‘more of the same’
They were looking for a transformational candidate – someone
who will ‘change the government’, and that they were ‘done with the Clintons
and Bushes.’
Most Millennials liked Bernie Sanders, and both
Trump and Clinton were viewed negatively.

Not only was 2016 the most watched year on record in cable
news (with over 3 million total P2+ aggregate audience), but more people came
out to vote in 2016 than ever before.
??        
2000 ‘ 105.4
million total turnout (54.2% of eligible population that voted)
??        
2004 ‘ 122.3 million
(60.1%)
??        
2008 ‘ 131.3
million (61.6%)
??        
2012 ‘ 129,1
million (58.6%)
??        
2016 ‘ 136.6
million (59.0%)
We were show examples of ‘what-if’ scenarios, that
demonstrated how close the election really was.
While Clinton’s popular vote lead was just shy of 3 million
(65.8 million for Clinton compared to 63.0 million for Trump), the red/blue map
showed that the majority of Clinton’s popular vote came from New York and
California.  And the 2016 Electoral
College hinged on a handful of states, with Trump taking Florida and the Rust
Belt states (Iowa, Michigan, Ohio, Pennsylvania and Wisconsin).

KEYNOTE PANEL – CROSS PLATFORM MEASUREMENT AND THE FUTURE
OF MEDIA
                 
Jane Clark, from the Coalition for Innovative Media
Measurement, moderated this panel which included:
Jed Meyer (Univision), Jonathan Steuer (Omnicom),
Carol Hinnant (comScore), Steven Schmitt
(TiVo) and Kelly Abcarian (Nielsen).
The panel gave us a perspective of the industry from the
network, agency, and measurement side.  They
addressed the integrity of data and optimizing tools for better plans.  They talked about how there’s a constant
struggle trying to bring all measurement across all platforms together.
Kelly stressed how measurement needs to be a team sport.  Media companies are more and more starting to
own their own data, and that changes the dynamic of the industry.
There is a call from the network and agency side for duration
weighted viewable impressions across all platforms, and the measurement
companies just aren’t there yet.  The
question remains ‘ how do we get there?
The Day 3
afternoon Audience Insights breakouts were:
?? 
MULTICULTURAL
TV AUDIENCES ON TWITTER
‘ Meghann Elrhoul, Twitter
?? 
FULL SPECTRUM:
ILLUMINATING THE CONTENT PREFERENCES OF MULTICULTURAL AUDIENCE
‘ Thomas
Grayman, SpikeTV
The Innovations
in Media
breakouts were:
?? 
USING TRENDING
DATA TO UNCOVER THE WHITE SPACE
‘ Rob McLoughlin, POPSUGAR
Below are the Track 1 – Targeting Viewers case
studies:
QUANTIFYING
CROSS-PLATFORM ADVERTISING IMPACT IN LATIN AMERICA

ESPN’s David Hobbie gave us insight to David’s study focused on an advertising
campaign during this past year’s Olympics in Rio, and the impact and brand lift
experienced on ESPN Latin America.
THE STORY OF
KIDS MEDIA
The last case study track of the conference had Theresa
Pepe of Viacom give us an in depth look at kids’ data and… The
Story of Me.
We learned about kids under 11 and how they are the most
diverse kids ever. They make up 15.4% of the US population, and are extremely
persuasive. 
Theresa showed us a breakdown of these kids
focusing on:
??        
My beginning
??        
My world
??        
My family
??        
Myself
??        
My friends
??        
My tech
??        
My dreams
??        
Me in a nutshell. 

Since they were born these kids experienced: 
- The
first Black president 
- Terrorism
- Marriage equality 
- Great recession 
- YouTubers 
- On demand 
- Social Media 
- Device overload 
- Gender neutrality 

Their role models are their families’ and some
celebrities.  While 78% of girls look up
to mom, on 58% of boys look up to dad. 
26% said the look up to a grandparent, while the rest of their role
models included YouTube/Vine stars (19%), teacher (18%), brother (17%), sister
(15%), aunt/uncle/cousin (13%), actor/actress (10%), athlete (10%).
And they are busy!  6.2
hours of the day they are in school, while the rest of their day entails
sleeping (8.7 hours), eating/traveling (1.7 hours), organized sports/activities
(.9 hours), doing homework (.8 hours), and 6.4 hours going towards leisure (26%
of their day.)
In their free time, they watch TV (48%), play with toys
(43%), play video games (33%), and play outside (18%).
CONFERENCE
WRAP-UP

The Conference concluded with a wrap-up with the year’s
co-chairs and the advisory panel giving their feedback of the sessions,
discussing plans for next year’s conference, and taking questions from the
audience.

#MediaInsights Day 1 Recap

By: Jim Bono, Vice
President, Research, Crown Media Family Networks

MI&E Conference Director Rachel McDonald started
off the day welcoming this year’s attendees and introducing this year’s
co-chairs: Janet Gallent (NBCUniversal), Rob McLoughlin (POPSUGAR) and Bruce
Friend (Maru/Matchbox).
Bruce then sat with Turner’s Howard Shimmel for the OPENING
KEYNOTE INTERVIEW: Re-Imagining the Future of Television
.  Recently, at a Cynopsis conference, Shimmel
said “we’re at a measurement crisis.” 
Elaborating on that comment, he explained how it’s 2017 and we still do
not have a robust cross-platform solution for our industry. Advertisers want an
infrastructure that allows more exposure than just reach and frequency.  With Total Audience, we still don’t know what
to do with it.
They also discussed the Turner Ad Lab, and how people go to
Netflix, Hulu, etc., to watch content without ads. What can we do to make the
advertising experience better for the consumer? Howard believes that the industry should have a published
document that mandates what currency data research vendors should provide for
the content providers. As new platforms are emerging, we need to better
understand where those consumers are going to find content.
Bruce asked about big data and how it’s all the rage. As an
industry where do we go from here?  
Howard explained how there is an abundance of research tools out there.  We just haven’t done a good enough job
telling our clients that we have all these tools.  Big data is a component to an overall data
framework. We need to know when to use it and not to use it. Sometimes Big Data
can be wrong data.
Bruce also questioned how new companies are great with tech
but don’t understand the data they deliver. However, other great long-time
research companies are very good at analyzing data but don’t have the tech.  Howard feels that there’s nothing wrong with
using a combination of data sets like Nielsen, MRI, and panel data to come up
with the best solution. Unfortunately, there are too many companies that reach
out and don’t really understand our businesses.
He still believes that survey research is important to our
industry as data tells what, but not why.
KEYNOTE: The Importance of Race and Ethnicity in Reaching
Millennials

Cathy Cohen, Professor at University of Chicago, gave us a
very entertaining look at millennials and the importance of race and ethnicity
among this group, especially regarding this year’s election. The majority of
Millennials in the US are Hispanic and African-American, and by 2060 White will
be a minority. In this past year’s election, more African-American and Latino
Millennials voted for Democrats, while there were more white Millennials voting
Republican. However, in the 2016 primary vote the choice among all Millennials (regardless
of ethnicity) was Bernie Sanders.
Cohen’s presentation covered: 

  • ??        
    The complexity of Millennials through a racial
    framework
  • ??        
    Researching race and Millennials
  • ??        
    Rise of Millennials in the workforce
  • ??        
    Importance of Millennials in the Political force
Millennials are becoming an increasingly important electoral
demographic. The share of eligible
voters that are Millennials has grown during last 3 elections:

  • ??        
    2008 – 23%
  • ??        
    2012 – 29%
  • ??        
    2016 – 36%
Cohen also addressed the six key problems with studying
Millennials:
1.      
 Generational frames / over-representation of
white Millennials
2.      
 Under
investigation of white Millennials
3.      
 Homogenous communities of color missing
Millennials
4.      
 Segmentation of Millennials of color – pick
one!
5.      
 Millennials as experts of Millennials -
homophily
6.      
 One-offs
or waves – assumes stability in taste, preferences and decisions
KEYNOTE PANEL: How Consumers Engage with Programming Across
Social Platforms
Sean Casey from Nielsen Social Guide moderated this
morning’s Keynote Panel featuring Brian Robinson (Facebook), Tom Ciszik
(Twitter), Guy Ram (NBC), Leslie Koch (HBO).
Insights focused on the evolution of social media and how
quickly it’s grown.
Consumers spend 5.5 hours per week using Social Media on
their smartphone.
64% of consumers use smartphone while watching TV. 
1.2 billion interact on Social referring to TV.
After breaking for lunch hour afternoon consisted of Concurrent
Tracks.  These case studies were broken
into three groups:

  • ??        
    Track 1 – Targeting Viewers
  • ??        
    Track 2 – Audience Insights
  • ??        
    Track 3 – Innovation in Media
Track 1 – Targeting Viewers case studies:
From Ordinary Target to Persuadable Target

David Kaplan from Bravo, along with Zach Schessel from NBCU
and Peter Bouchard from Civis Analytics, discussing how to hit the right target
audience and “swing” viewers. The presentation also looked at how to
attract casual viewers without alienating the core viewers.
Key takeaways were:
??        
The different creative approach is often
required for on-air vs. off-channel to drive maximum impact with loyal and
casual viewers
??        
Casual Bravo viewers may all have some affinity
for the network but only the “swing viewers” in this group can be
readily persuaded to deepen their commitment and watch more
??        
 An ads
positive persuadability should be balanced with any potential backlash effects
to ensure a net positive effect
??        
 Not all
swing viewers are created equal, eg. consumers in different DMAs can have a
varied response to creative hooks
Viewing Predictions & Inventory Optimization: The
Secrets to Success in Audience Targeting

Steve Schmitt of TiVo showed us how TiVo is helping clients get
from traditional linear to non-linear content, and how they improved campaign
performance using optimizers and brand targeting. His presentation focused on
how:
??        
 TV
consumption has undergone profound changes, especially Millennials age 18-34
??        
 Total
video consumption continues to expand with DVR, VOD, SVOD and online/mobile
viewing extending the power of linear TV
??        
 Linear TV
has majority share, but it is declining as on-demand options expand
Concepts on the rise are binge viewing, on-demand,
cord-cutting and cord-shaving, while things like appointment viewing and one-size-fits-all
on decline.
Online Video in the Toolbox: A Must Have

Darlene LaChapelle and Maya Abinakad from AOL talked about
the top drivers for video growth, with “social media video offerings”
and “better quality creative” leading the way, and how online video
growth is driven by mobile devices.
??        
Online video viewing on a smartphone is on par
with that of a computer
??        
 Consumers
indicate they have few technical barriers watching online video on their
smartphones, but get the convenience of watching anywhere, anytime
??        
 62% said
I watch more online video today than one year ago
??        
 62% said
in the next 6 months I expect to watch more online video
Laptop/desktop (70%) is still the leading device on which
online video is watch daily, just edging smartphone (67%)
How to Engage  Multicultural Millennial Influencers in 2017
and Beyond

Our afternoon continued with our only Track 1 panel.  The panel was moderated by Horowitz’s Adriana
Waterson, and we heard from Michele Meyer (Univision), Tom Kralik (Revolt) and
Lia Silkworth (Telemundo) as they discussed their key takeaways about
multicultural millennials and the importance of this audience in our business
today, as leading consumers of cross-platform media.
??        
 Hispanics
are leading the charge in cross-platform media consumption
??        
 Millennial and Gen Z trends ARE multicultural
trends
??        
Gen Z is more diverse and multicultural and are digital
natives
??        
 If you
join a multicultural network, your general market skills may not “translate”
The Next Generation of Ad Effectiveness
Our first day concluded with this presentation from Chris
Kelly at Survata.

The 2016 Presidential Election and the Media

By: Jim Bono, Vice
President, Research, Crown Media Family Networks

The year 2016 featured what many called the ‘most important
election of our time.’  However, this
nation continues to be split by political affiliation and party.  This was extremely apparent in social media
circles as supporters of Trump, Clinton and Sanders were extremely passionate
in their opinions of the debates, news coverage and finally the election
itself.  The mainstream media also had
major differences of opinion ‘ depending on if you were watching CNN or
FOXNews.  Yet, the American people were still
glued to their TV sets, watching the primaries, the debates and as much news
coverage as they could to follow this presidential race.
The cable news networks
definitely benefited from 2016 being an election year.  In 4th Qtr 2016, MSNBC, FOXNews
and CNN displayed significant year-to-year over the previous 4th
Qtr.  Among that key advertiser
demographic of Women 25-54, MSNBC showed the largest growth, up +93%, followed
by CNN (+81%) and FOXNews (+61%).  Among Total Viewers, FOXNews was the
most watched cable network in 4th Qtr 2016 with 1.7 million
viewers.  In fact, FOXNews, MSNBC and CNN
were the top 3 cable networks among pure total viewer growth for 4Q’16 vs.
4Q’15.

However, by the time the election was over, it seemed the
American people had enough.  The bias,
melodrama, inaccuracies, and outrage that the television news journalists
showed on election night proved to be intense, and eventually took its toll on
the American viewers.
According to an article in The Washington Times, an analyst for
YouGov wrote:
‘As America deals with the
fallout of the election, 27 percent of the country is actively trying to avoid
the news.’
36% of Democrats were
‘making an effort to avert their gaze from newspapers and television news,’
while 21% of Republicans are also trying to avoid the news.
The American
people were cranky and needed something in the media to put them in a better
mood.  They starting looking for that
‘feel good’ environment on television. 
And there were two cable networks that offered it to them ‘ Hallmark
Channel and Hallmark Movies & Mysteries!
The two cable
networks, owned by Crown Media, had just launched their annual holiday
campaigns at the beginning of the month, just prior to the election.  Hallmark Channel’s Countdown to Christmas proved
to be a major success, premiering 19 new original holiday movies which
consistently ranked in the top of their time period, occasionally beating even
the broadcast networks.  
In fact,
Hallmark Channel had the #1 movie of the week for 10 straight weeks, and 11 of
those new premieres ranked as the #1 cable telecast of the day that they aired.  Furthermore, for all of 4th Qtr
2016, Hallmark Channel was HIGHEST
RATED cable network (behind FOXNews) among HH rtg, and the #1 watched cable network among W25-54!
Hallmark Movies
& Mysteries Most Wonderful Movies of Christmas campaign brought of 7 new original
holiday movies, which averaged a 1.6 HH rtg, and ranked #3 in their Sunday
night 9-11pm time period.  For a
mid-sized cable network in just over 67 million homes, HMM delivered big
numbers, outperforming many larger fully distributed cable networks like
Lifetime, A&E, TLC and Bravo!
As a safe place
for viewers to go and watch that ‘feel good’ programming, the family friendly
networks also experienced significant year-to-year growth, adding more new total viewers 4Q’16
vs. 4Q’15 than any other non-news cable network.
Daypart: Total Day
4Q’16
4Q’15
Yr-Yr
Viewing Source
P2+ (000)
P2+ (000)
Inc
FOX NEWS CHANNEL
1,675
1,190
+485
MSNBC
724
399
+325
CNN
868
575
+293
HALLMARK MOVIES &
MYSTERIES
431
292
+139
HALLMARK CHANNEL
945
811
+134
INVESTIGATION DISCOVERY
717
627
+90
TV LAND
483
396
+87
FOX SPORTS 1
248
175
+73
NICK JR
409
353
+56
FOX BUSINESS NETWORK
146
95
+51
Source: Nielsen Live+SD data, top 10 cable networks

So while 2016 was a banner year for the cable news
networks, and as social media thrived due to election coverage, viewers still
want something that will let them escape from the negativity that many media
outlets continue to push upon the American people day after day.

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Extinction or Revolution? How Market Research Can Excel in this New World

The Research Insighter caught up with David Boyle, the BBC’s EVP of Insights at our last TMRE event, you can watch the video here. Their lively discussion addressed the seemingly insurmountable difficulties the market research industry is facing right now, and offered some pretty concrete solutions.

The Research Insighter: “At TMRE 2015 there were some pretty big words thrown around, revolution, extinction… what do you make of all this with regard to the state of the market research industry today?”

The market research industry is certainly dealing with some scary stuff right now.

 
David Boyle: “Some big scary words… I think there are some serious challenges (for market researchers) from a number of different directions: New data sources resulting from digital engagement competing for business leaders’ attention, and people are doing research themselves with new tools such as: Survey Monkey, Google forms, social media analytics and data. The core work you’ve been doing for years is being competed against with all these new supposedly insightful data sources.
Everyone’s talking about big data or data science, it’s the topic of investment and where the future lies. So that’s what’s getting managers’ attention. There are very real risks for market researchers and the market research community.”
 
The Research Insighter: “How is this manifesting itself in your world at the
BBC? Obviously media is the probably first and hardest hit by all of the disruptive technologies to date.”

Step one to “overcoming the peril”? Ask the business question you are trying to solve for.

 
David Boyle: “I think the 1st step is to ask what the business question is that you are trying to solve for? This is key to overcoming the peril. Let’s get really clear. If you trying to monetize TV consumption, sure the Nielsen ratings are ‘the currency’. If you are trying to understand the reach of a brand in broader terms, it is not the data you should be using, it’s only part of the puzzle. You have to define what you mean by ‘brand engagement’ and therefore which are the data sets you want. If you’re trying to understand interest in the show that is not monetized ‘ who’s interested in the show but not watching it.
We see piracy for example, in some countries, it’s a pretty clear signal of interest in the show. We don’t see that interest reflected in TV ratings. We have to find an alternate business model by which we get the show to those people in a monetized way. That demand is by definition not in the ratings. It depends on what business question you are trying to ask. Starting from a business question and saying ‘what data is available to help me answer that question’? ‘What’s the best data I should use’? not ‘what data do I have handy’? and then solving the business problem carefully.
 
The Research Insighter: “How has this surplus of information affected how you operate as a market researcher?”
 
David Boyle: “You need people with skills and time to pull together multiple data sources and tell a story across that data source. Piracy, research, social media engagement and TV ratings for example. In the old world, market researchers would have a product they worked on, maybe the brand tracker, that was their expertise. They’d report the brand tracker results with great pride and then they’d run the next brand tracker. It’s no longer the world we live in.

That person now has to also take into account consumption, unmonetized consumption, social media engagement. That person has to tell a rounded story about what’s going on with that brand. Telling a story data source by data source is no longer useful to us as a business. That’s a slightly different skill set. The question for market researchers is: do people who run brand trackers have the skills, permission, encouragement and time to do rounded storytelling instead of being product focused. My opinion is yes, but they’re not always given the permission or time.”

 
Key things for the market researcher to be successful: Time and Permission

The Research Insighter: “Has your department adjusted to this change with relative ease or has it been painful?”
 
David Boyle: “I don’t think it’s been easy for anybody to adapt to, least of all me. The instinct is to pull out a relevant data source to answer a question but you’re only giving part of the answer, you probably don’t have all the data sources you need at your fingertips.
If I am doing research I need to reach out to the measurement person and coordinate delivery of the right data, the financial person to tell if the revenues match, the social media analytics person to see what’s going on in that world…

Suddenly I need five or six people in the room before I can answer the question, and I probably need to have a discussion or debate to tease out the different stories coming from the different data sets. The coordination and teasing out the answer is really tough but it can be done, it must be done.
Therein lies for me a big part of the reason why this jeopardy, this peril that market researchers face can be overcome. Market researchers by nature have the skills. Given permission, time and the confidence to say ‘I am not going to answer this with the brand tracker, I am going to gather the right people, and pull the right data together and tell you a more rounded story’. Market research can excel and excite people even in this new world.” 

 
We’re excited to say that David Boyle will be speaking at the 2016 The Market Research event, his talk is entitled: The Client Vendor Tug of War: How to Handle the Balance.
 
If you’re interested in hearing more from Boyle and other technological innovators in the market research industry, don’t miss the world’s leading market research event TMRE happening in beautiful Boca Raton, Florida October 17-20. Got any comments on this blog? Make yourself heard – Tweet to us at @TMRE!

How Shark Tank’s Ryan Shell Avoided Being the ‘Moron of the Century’

Rethink the structure of your insight team. Hire the right
staff to develop high performance teams. Evolve your skillset. Oh yea, and do
it with less than you have in the past.

Sound familiar? It’s something we in the research and insights industry have
heard too many times before.

TMRE in Focus: The New Face of Consumer Insights will help you create an action
plan to overcome your challenges, keep up with transformative change and
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TMRE in Focus: The New Face of Consumer
Insights
May 23-25, 2016
Ritz Carlton
Marina Del Ray, CA
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Ryan Shell, Founder & CEO of The Home T, knows a little
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Plus don’t miss these featured sessions:
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Stretching Your Research Dollars through
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Jeff Mercer, Senior Director, Microsoft
Kevin Witenko, Research Business Strategist, Microsoft 
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Building a Consumer Insight Capability from the
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Kendra Speed, Director of Research, Crescent Communities
??        
Building a House: Location, Location, Location!
Randy Locke, Market Research Director, Amway
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Build Your Own Tumbler – The Story of Motivating
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Kristi Rees, Senior Director of Research & Insights, Tervis Tumbler Company
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Cheers,
The New Face of Consumer Insights Team
@TMRE

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