New York, June 24 — Here are some interesting facts and quotes from Day 1 of the Advertising Research Foundation Audience Measurement 3.0 conference in New York.
- Lee Doyle, North American CEO of Mediaedge:cia: “Economically challenged people are pulling the plug on their cable TV subscriptons, choosing to view video online instead.” Good economical move for the less advantaged. But how poor could they be if they have a computer and a broadband connection? Has anyone noticed hordes of the homeless watching the Lost finale in the public library?
- Paul Donato, Executive Vice President and Chief Research Officer at Nielsen: “It may take as many as nine streams of data to measure the three screens of viewing.” To report usage on TV, computers and mobile devices, Donato’s list includes peoplemeter data; set top box info; out of home measurement; Internet panel, server and branding measurement metrics; mobile; bill panels; on device metering.
- George Shababb, COO of TNS Media Research North America on how STB data complement panel based audience measurement: “Over 90 percent of the channels in a digital environment have audience shares of less than one percent.”
- Todd Juenger, TiVO’s Vice President & General Manager, Audience Research and Measurement on why advertisers should want to study commercials skipped in TiVO homes: “If you are a doctor trying to cure cancer, you experiment with patients who have the disease. DVR (ad skipping) isn’t just another digital phenomenon. We need to study it before it becomes an epidemic.”
- Josh Chasin, Chief Research Officer, comScore: “70-75% of the US online audience watch one or videos online each month.”
- Tracy Patrick Chan, YouTube/Google: “Ten hours of content are uploaded to YouTube every minute. YouTube is the #1 Entertainment Web site and the #7 ranked Website in the world.”
- Martin Eichholz, VP of Research at Frank N. Magid Associates: “The average age of viewers at ABC.com is ten years less than the average age of viewers to ABC television.”