Understanding Memory in Advertising
Advertisers and those who measure the impact of advertising are obsessed with memory. If advertising is to be successful, it has to stick in the consumer’s memory—or so the saying goes. But what exactly is that thing called memory, how long does it linger, and how do we measure it?
Co-Viewing on OTT Devices: Similarities and Differences
When we watch television, we often have someone else in our household watching with us: a spouse, a child, a roommate, even a family guest. That behavior is called ‘co-viewing,’ and it’s been a topic of intense social research for as long as television has been around.
The Big Picture: Technology to Meet the Challenges of Media Fragmentation
It’s a great time to be a media consumer. New streaming technologies with over-the-top (OTT) apps, connected devices and social media are redefining the media landscape. While traditional linear TV offers an increasing array of new channels and new features (e.g., cloud-based DVR), OTT providers...
Using Machine Learning to Predict Future TV Ratings
TV ratings are used to predict the future. They set expectations and affect programming decisions from one season to the next, and they help set the cost of advertising (advertising rates) well in advance of when a program goes on the air. In the U.S. for instance, TV networks sell the majority of...
Measuring The Impact of Advertising One Purchase at a Time
In recent years, the creation of large single-source datasets has been a major boon to the advertising research industry. At Nielsen Catalina Solutions, we’re combining in-store sales data from millions of households with information on whether or not those households are exposed to any given ad...
NOTT Alone: Is OTT Making It Cool Again to Watch TV Together?
Co-viewing in television is the process of watching content alongside other people, typically members of the same household. Entertainment products are often consumed collectively, and television is no exception. In fact, watching television has traditionally been considered a social activity. But...
Using Machine Learning to Predict Future TV Ratings in an Evolving Media Landscape
Media companies and advertisers rely on TV ratings every day to measure the success of TV shows, verify that their audience size and composition are delivering against media-buy targets, and make-good in case the numbers come up short.
Using Single-Source Data to Measure Advertising Effectiveness
How do we know if advertising works? Is there a way to directly measure the in-store sales results of an advertising campaign? Scholars and marketers have grappled with measuring advertising effectiveness for decades.
From Theory to Common Practice: Consumer Neuroscience Goes Mainstream
On a typical day, the average consumer may be exposed to thousands of commercial messages, yet many of them won’t succeed in breaking through the clutter, nor have any discernible impact on that individual’s attitudes or behavior.
From Theory To Common Practice: Consumer Neuroscience Goes Mainstream
Non-conscious emotional processing and memory activation are fundamental drivers of decision making, so the ability of consumer neuroscience tools to capture these processes allows them to make a valuable contribution to the field.