Nielsen Pulls Plug on Council for Research Excellence
Nielsen has pulled out of its sole-funding deal with client think tank the Council for Research Excellence (CRE), which was established twelve years ago to advance ‘the knowledge and practice of audience measurement methodology’.
The Council is comprised of Nielsen’s clients and conducts its own methodological research on audience measurement. The agency has since invested at least $10m in the venture (some reports claim as high as $20m) after providing an initial $2.5m grant to launch it. During its lifetime, CRE has completed a number of studies including the ‘Video Consumer Mapping Study’ involving in-person, computer assisted observation of media consumption; a set-top-box study; a non-response bias study exploring the impact of non-response to Nielsen surveys. and an exercise revealing consumers’ habits immediately before, during and after watching TV commercials. …
… read on at mrweb.com/drno
Originally posted at Daily Research News Online
4th January 2018