CRE seeking proposals for STB data study

Tue, 08/19/2008 - 8:15am
Traci Patterson

The Council for Research Excellence (CRE) is seeking proposals from independent researchers, institutions and research companies to design, execute and report the findings of their research related to the methods and metrics of audience research derived from TV set-top boxes (STBs).

The specific goal of the Council committee in charge of investigating STB data is to “conduct a comprehensive examination of how various vendors’ STBs capture and report tuning, from which will emerge learning as to the viability of using STB data as a measure of video tuning behavior,” the Council said.

The committee – which is chaired by Pat Liguori, senior vice president of research for ABC-Owned Television Stations – is seeking proposals to review current methods and metrics involving data collected via TV STBs. The initial study should:

  • Identify and describe current vendor practices of collecting, processing and reporting data from STBs
  • Educate the Nielsen client community and the broader media and research industries about the major offerings
  • Identify important methodological issues regarding the collection and application of audience data from STBs
  • Map out key issues for the industry’s ongoing review, tracking and analysis, such that STBs will be a dynamic measurement tool

The committee will review all submissions and will make recommendations to the full Council for final acceptance. Each proposal should include the following components: Process, which identifies the proposed data-gathering methodology, specific questions to be employed and the major individuals/companies to be approached; Deliverables, or the specific processes, results, interpretations and recommendations to be delivered; Timing, with milestones expressed in the number of weeks after the contract is awarded; Cost, or budget for the project; and Profile, including bio/CV/resume, industry contacts, the company’s specialty, examples of work and references.

The submission deadline is Sept. 12 (submissions should be sent here), and the anticipated award date is Sept. 30. Data is set to be collected in the fourth quarter, and the project is expected to be completed in January.

The Council was created in June 2005 by Nielsen Media Research and its clients to help direct some of its research and development (R&D) initiatives.

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