NEWS2 April 2012

Council for Research Excellence to study mobile TV viewing

New business North America

US— The Nielsen-funded Council for Research Excellence has put out a request for proposal for an agency to carry out a study into how the use of mobile devices is affecting TV viewing behaviour.

The study will look at how much concurrent mobile and traditional TV viewing occurs; whether watching content on a mobile device is an additive or substitute for traditional TV viewing; and how users access video content on their devices.

On top of these objectives, the CRE wants to investigate how the measurement of content watched on mobile devices could be improved.

More details on the RFP can be found here.

A similar study is underway in the UK, commissioned by TV marketing body Thinkbox.