NEWS21 October 2010

CRE puts out call for review of new video-media research

New business North America

US— The Council for Research Excellence (CRE), a collective of researchers from within media owners, agencies and advertisers, has issued a request for proposals for a study of available research regarding new video-media usage.

The CRE says the review of currently available research will help inform the development of new research projects in the area.

In a statement the council said: “Specifically, the CRE eventually wants to explore video consumption relative to: live viewing (as a base measure); screen-size impact; HDTV; DVRs; streaming (all formats); mobile (all forms); game consoles; 3D TV; tablet PCs; and others as may be found in the course of the review”.

Deadline for submissions in response to the RFP is 15 November, with the review slated to begin in early 2011.

The CRE’s Media Consumption & Engagement Committee chairperson Laura Cowan, vice president and media director of RJC Advertising, said: “Our goal is to take a deep cut into the viewer experience to gain a broader overview of what newer devices and uses can be measured, as well as the implications of any new methodologies for measurement.

“Studying the latest, and emerging, patterns of video consumption is a major task so as a first step we want to review what has been discovered so far.”

CRE is a Nielsen-funded client forum created to pursue methodological research.