By Brian Steinberg, Advertising Age
In another sign that advertisers are growing more interested in determining what types of people watch their ads — rather than just how many — market-research shop Millward Brown is partnering with TiVo in an effort to pair information about specific segments of consumers with data on how people watch television.
Millward Brown, part of the WPP Group, will offer advertisers the ability to ask specific sets of questions to 35,000 TiVo subscribers who have agreed to participate in that company’s panel of respondents. TiVo will use respondents’ answers to assign them to specific behavioral and psychographic segments and then analyze, second by second, aggregated viewing data for each respective grouping.
Trying to put soda ads in front of people more likely to purchase soda has long been a goal of advertisers, yet TV commercials have long been aimed at reaching the broadest swath of viewers at a single moment. With technology granting the possibility of examining TV-watching habits through a cable, satellite or telecommunications company’s set-top box, however, marketers are pressing for more granular data about TV viewers in the hopes of sending them promotions they are more likely to want and recall.
"You buy women 18 to 49 because that’s what’s available," said Todd Juenger, VP-general manager of audience research and measurement, TiVo. "What a horrible disconnect to know your customer so well, but then not be able to have any better way to find them on television other than to resort to basic age and sex demographics. What this is trying to do is trying to bridge that gap."
Many parties are trying to come up with similar efforts to make TV advertising more relevant to specific audiences. Some of it hinges on using consumer data and new technology to beam "addressable" ads to specific households. Other work uses information about particular viewing regions to digitally tweak the copy and narration of TV ads so the promotion is relevant to a specific geography. Even Nielsen, the backer of mainstream ratings about viewership, has been offering measures of “engagement” that reveal different patterns about TV watching.
As of yet, none of these moves have delivered the kind of traction that a Charmin ad featuring Mr. Whipple could achieve decades ago — when media choices were more limited.
"We have got deep insight on psychographics and brand behavior and preferences — consumer attitudes," said Bill Pink, senior VP-marketing science at Millward Brown. But at some point, "somebody says, ‘We’re a heavy TV advertiser, and I’m going to buy TV on 18-to-34 year olds. How does that reconcile with this deep attitudinal information you guys have got there?’"#
NOW, HERE’S THAT ANNOUNCEMENT BY CIMM, THE COALITION FOR INNOVATIVE MEDIA MEASUREMENT
CIMM INTRODUCES NEW LEXICON FOR SET-TOP BOX MEASUREMENT
NEW YORK – (May 12, 2010) – The Coalition for Innovative Media Measurement (CIMM) today introduced the CIMM Set-Top Box (STB) Lexicon, a common set of more than 800 terms for use in analyzing and processing STB measurement.
Available at http://www.cimm-us.org/lexicon.htm, the CIMM STB Lexicon will provide a shared, foundational language to inform CIMM’s forthcoming STB pilot projects. The Lexicon will also support broader industry innovation and collaboration among end users of STB data, including television content providers, media agencies, and advertisers.
“Analysis of set-top box data remains in its formative stages, and getting to the next level in data collection, aggregation, and measurement will require that everyone in the industry speaks the same language,” said Jane Clarke, Managing Director, CIMM. “With the CIMM STB Lexicon, we’re providing a strong foundation for cross-industry collaboration around set-top box data as it becomes increasingly available.”
“We are delighted that CIMM has been so active in addressing the critical common language gap for STB,” said Kate Sirkin, Executive Vice President and Global Research Director for Starcom MediaVest Group. “We believe this will allow all suppliers and data owners to provide a more actionable product to the marketplace and inspire users to really start to integrate insights from the data into their day-to-day plans and buys for their clients.”
The CIMM STB Lexicon covers terms and definitions for actions, business units, data types, ad and program formats, hardware, software, indicators, measurement and metrics related to STB data. CIMM submitted the Lexicon for review to more than 30 companies and organizations, including cable, satellite, and telco distributors, hardware and software companies, and industry associations. CIMM will continue to solicit feedback from across the industry to edit and expand the Lexicon as STB measurement evolves.
Media research consultant Charlene Weisler authored the STB Lexicon, drawing from the RFIs submitted by data and technology providers. Weisler worked closely with Clarke, the companies that submitted RFIs, and the CIMM STB Working Committee.
The Coalition for Innovative Media Measurement (CIMM) was founded by several leading television content providers, media agencies and advertisers to promote innovation in audience measurement for television and cross-platform video. CIMM will explore and identify new methodologies and approaches to audience measurement through a series of pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through set-top box data, and new methods for cross-platform media measurement.
Current participants are: AT&T, Belo, CBS Corporation, Carat USA, Comcast Networks, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group’s Mediabrands, Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, PepsiCo, Starcom MediaVest Group Worldwide, Time Warner, Unilever, Viacom and The Walt Disney Company.#