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Power Breakfast Sessions: MMM, Understanding Hispanics, Online Research Quality
8:15 – 8:45am
Empire, 7th Floor
Arbitron Sponsored Presentation How Six Flags Achieved Record Success by Improving its Marketing Mix Models
Marketing mix models are becoming an increasingly important tool to help marketers evaluate marketing performance and ROI. Hear how Six Flags® pumped new life into its model by using more granular data from Arbitron PPM radio ratings. These learnings contributed to the record success of its Fright Fest campaign.

Bill Rose - SVP, Marketing, Arbitron Inc.
Art Thomas - Director of Advanced Analytics at Universal McCann, Media Brands
Majestic, 6th Floor Kantar Media Sponsored Presentation Understanding the Hispanic Audience
Discover important trends in Hispanic advertising as well as advanced analytic approaches for identifying Hispanic consumers and assessing effectiveness of TV advertising aimed at this critical audience. Actual methods, metrics and case studies for driving more efficient and effective media decisions are reviewed.

Jon Swallen – Chief Research Officer, Kantar Media Intelligence
Jeff Boehme – Chief Research Officer, Kantar Media Audiences
Shubert, 6th Floor ARF Exclusive New Research Will Elevate Survey Quality
New findings from ARF'S Foundations of Quality point to concrete recommendations on translating respondent motives and attitudes toward research into improved survey taking. Similarly, insights into the difference between panels offer ways to reduce sample variance without adding bias.

John Bremer - CRO, Toluna
Don Gloeckler – EVP & Chief Research Officer, ARF
Robert Walker - CEO, Surveys & Forecasts LLC


Greetings and Salutations Day 2
9:00 – 9:10am
Broadway Ballroom,
6th Floor
Opening Remarks Gayle Fuguitt – CEO & President, ARF
Sean Creamer – President & CEO, Arbitron Inc.
Industry Innovators: Game Changers Driving Growth
9:10 – 9:40am
Broadway Ballroom,
6th Floor
Keynote Presentation Measurement Issues From the CEO Perspective
There are research issues and then there is business reality. Even though there are measurement challenges galore, billions of dollars are transacted monthly across all media nationally and locally. If Clear Channel could wave a magic wand and change something in measurement today, what would it be? Bob Pittman, a visionary leader in the media industry, shares his perspective on measurement issues and the impact they have on Clear Channel and other media companies.  

Bob Pittman – CEO, Clear Channel
9:40 – 10:10am
Broadway Ballroom,
6th Floor

How Do You Guide Strategic Insights in an Age of Chaos?
The media landscape has now entered into an epoch of perpetual change.  How can brands keep pace with the shifting media habits of their consumer and capitalize on new opportunities? How do they gain the necessary research insights to translate into strategic decisions?  How do they win internal management buy-in? Leading brand and media managers share their journeys and highlight the utility of their approaches.

Chris Bacon - Director, Consumer Insights & Strategy, E. & J. Gallo Winery 
Sébastien Lion - Global Consumer and Market Insight Director, MARS PETCARE
Duane Varan – Chief Research Officer, Disney Media & Research Lab
10:10 – 10:40am
Foyer, 6th Floor
Meet & Greet
Brought to you by Triton Digital
Revolutionary Research: Social Media, Mobile, and MMM
10:40 – 10:55am
Broadway Ballroom,
6th Floor
Conversation Social, Mobile + Hispanic Americans
Two industry leaders from Univision address how social and mobile are impacting the influential Hispanic market. The discussion covers the risks of not providing an accurate representation of the Hispanic population.

Elizabeth Ellers – EVP, Corporate Research, Univision
Ceril Shagrin – EVP, Audience Measurement Innovation, Univision
David Marans – EVP, Media, ARF

10:55 – 11:10am
Broadway Ballroom,
6th Floor
Presentation How Influential is Social Media on TV Viewership?
Is social media a real opportunity to deepen engagement and drive buzz for television programming and participating advertisers?  This new research provides the basis for understanding both the behavior and underlying motivation of social media’s relationship with television. It also benchmarks the size and scope of social media relative to marketing, publicity, and word of mouth.  
Beth Rockwood – EVP, Market Resources, Discovery Communications
Richard Zackon – Facilitator, Council for Research Excellence
11:10 – 11:25am
Broadway Ballroom,
6th Floor
Award Winning Submission How AT&T Optimizes TV Allocations Through Multi-Stage Market Mix Models
Learn how AT&T is able to determine the ROI for each major component of its national TV buy: network, cable, and sponsorship and how a multi-stage mix modeling approach quantifies ROI for specific TV networks and specific sponsorship investments.

Charlie Payne – Executive Director, Consumer Marketing ROI, AT&T Mobility
Greg Pharo – Director Marketing Science and Insights, AT&T
Damon Samuel – Lead Manager Marketing Science and Insights, AT&T


Experiential Learning: From the Frontline, Hear Stories Told and Lessons Learned From Industry Leaders
11:25 – 11:55am
Shubert, 6th Floor
Stop Flawed Marketing Mix Models From Stunting Brand Growth
A more advanced model provides true measurement and casual explanation of advertising, uncovering the flaws and inaccuracy of marketing mix models.

David Hoo – Principal, Effective Marketing Management
Michael von Gonten – Principal, Effective Marketing Management

Majestic, 6th Floor Millennial Path To Purchase In A Cross-Platform World
Reaching Millennials on the “Path To Purchase” may be our biggest challenge yet. Knowing their shopping attitudes and behaviors will be the key.

Jim Spaeth – Founding Partner, Sequent Partners/Media Behavior Institute
Alice Sylvester – COO, Sequent Partners/Media Behavior Institute
Empire, 7th Floor London2012 Down Under: Multi-Platform Olympic Viewing
Nine Network Australia conducted several phases of research to investigate how Australians consume The Games across multiple screens and platforms.

Steve Weaver – Network Research Director, Nine Network Australia
12:00 – 12:30pm
Shubert, 6th Floor


First Look!: Single Source ROI for Radio
Breakthroughs in innovation are possible – with a roadmap for putting together creative alliances and problem solving.

Radha Subramanyam – EVP, Insights and Analytics, Clear Channel Media & Entertainment
Leslie Wood – Chief Research Officer, Nielsen Catalina Solutions
Majestic, 6th Floor


Driving Innovation through a Marketplace Ecosystem
Collaboration drove innovation in marketplace with standardized technology for both buyers and sellers, a common currency, and 3rd party validation.

Paul Lindstrom – SVP, Nielsen On Location, Nielsen
Cynthia Machata – Director, Product, tenthavenue
Kevin Moeller – Executive Director, Research & Analytics, Media Behavior Institute
Empire, 7th Floor


Cross Platform Measurement and Effectiveness
Comcast and SMG share case studies of cross-platform client campaigns involving innovative and cross-channel research approaches.

Helen Katz – SVP Research Director, Starcom MediaVest Group
Steve Murtos – SVP Media Director, Starcom MediaVest Group
Manhattan, 8th Floor How television is consumed through the unique prism of DVRs
How do HHs consume time-shifted primetime programming, specifically what content is viewed more than once and, what program content is fast-forwarded?
Alex Petrilli – Senior Manager Audience Research, TiVo Research and Analytics
Jonathan Steuer – VP Product & Business Development Audience Research, TiVo Research and Analytics