Welcome
Charting the Course for Content Measurement
NBCU continues to work with numerous measurement providers to evolve content measurement capabilities.  We have developed a sophisticated approach to our evaluation of new data and measurement sources and are making progress in addressing individual use cases with vendors that meet specific business needs.  However, there are still significant gaps in what is needed to support the content ecosystem, inclusive of planning and positioning. We are working with others in the industry who are aligned on the needs in this space to support data-driven content decision-making around content strategy, development and creation, content sales and acquisition, scheduling/windowing, marketing and more and will preview some of those measurement capabilities.
Lisa Heimann – EVP, Analytics Insights and Measurement, NBCUniversal
Brian West – SVP, Data & Measurement Strategy, NBCUniversal

1220 Lounge
Moderator:  TBC

Recorded Only

Training Room
Moderator:  Horst Stipp, Ph.D. – EVP, Research & Innovation, ARF

Recorded Only

1:00-1:25pm
The Data is In: Inclusive Media is Smart Business

Join Ipsos, GroupM, and the New Majority Ready™ Coalition for a dynamic conversation on how inclusive media and advertising investment is not only a matter of social responsibility, but also a powerful driver of audience engagement and ROI. In this session, you’ll discover how aligning ad and media spend with the expectations of a rapidly diversifying consumer base can lead to stronger financial performance and sustainable growth. Our panel will delve into new research highlighting the increasing consumer demand for inclusivity, how consumers are rewarding brands that embrace it, and how brands can adapt their investment strategies to meet this demand. 

Andre Galliano – Partner, Ipsos Strategy 3
Ronald Méndez – EVP, Cultural Investment & Strategy Lead, GroupM,
Moderator:  Janelle James – SVP, IUU, Ipsos

1:00-1:25pm

Today’s Media Strategies:  Increase Viewing among Millennials, GenZ, & Gen Alpha

This session will explore how to increase share of TV and movie viewing among Millennials, Gen Z, and Gen Alpha. The conversation will focus on the unique role that longform plays in the lives of younger generations, highlighting how we can keep younger viewers engaged in TV and movies in a world dominated by short form video.  Please join us for this insightful discussion.

Holly Leff-Pressman – Chief Client Engagement Officer, Screen Engine/ASI
Christina Parish – EVP, TV & CPG Group, Screen Engine/ASI
Natasha Hritzuk – VP, Head of Corporate Research, Warner Bros. Discovery

1:30-1:55pm

From Data to Decisions: How NBCU uses Measurement to guide its Tune-in Marketing

In this session, attendees will discover how NBC Universal is using data to optimize marketing strategies across Linear & Streaming.  We will explore the various measurement solutions that enable NBCU to track viewership, understand campaign performance, identify key audience segments, and more. Through practical examples, hear how data informs every facet of marketing decision-making.  Attendees will gain insight into the measurement approaches that deliver actionable intelligence that help drive NBCU’s marketing success.

Tracy Scher – Senior Director, NBCU Data & Measurement Strategy, NBCUniversal
Dave Kaplan – SVP Entertainment Research & Decision Sciences, NBCUniversal

1:30-1:55pm

How Much Do Political Beliefs Impact What We Watch?

As the 2024 U.S. presidential election approaches, we are constantly reminded of our country’s political polarization. But do those divisions extend to how Americans make TV content choices, or are we finding common ground? In this study, we will uncover the degree to which political attitudes and partisanship do (or don’t) influence what we watch for entertainment.

Mark Loughney – Senior Consultant, Hub Entertainment Research

Discussants:

Pedro Almeida, Ph.D. – CEO & Co-Founder, Mediaprobe
Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen
Horst Stipp, Ph.D. – EVP, Research & Innovation, ARF

Audience Measurement Needs and Solutions in Today’s Media World
Measurement is critical to understanding audience behaviors and for devising successful business and advertising strategies. This session will provide updates on the latest developments and initiatives to improve measurement and an expert discussion about the key issues.
Brian West – SVP, Data & Measurement Strategy, NBCUniversal
Melva Goffney Benoit – VP, Content and Sports Sales, VideoAmp
Ed Isabella – SVP Research, Insights, and Analytics, Disney Entertainment Television
Daniel Tjondronegoro – Co-Founder, Beatgrid

Moderator: Tameka Kee – Deputy Managing Director, Coalition for Innovative Media Measurement (CIMM)

The Future of Sports:  Where Will They be Watching and How Will This Impact Advertising?
Sports is big business and can be a driver of viewer loyalty. An expert panel will share their insights on key issues:  How is sports programming on the various platforms evolving, what drives consumers’ choices and preferences, and how can advertisers lean into the changing landscape? How can media companies entice sports fans to watch content on their network/streaming platform, enhance fan engagement, and drive advertising effectiveness?  What are the research challenges and opportunities including measurement?
Matt Gottlieb – SVP, Insights & Measurement, NBCUniversal Advertising & Partnerships  
Jennifer Pelino – Chief Commercial Office & President, Data Cloud, Sports Innovation Lab
Michael Bernstein – SVP, Data and Analytics, Excel Sports Management
Moderator:   Michael Mulvihill – President, Insights and Analytics, Fox Corporation

Additional speakers to be announced

Moderator:  Andrew Wallenstein – President & Chief Media Analyst, Variety Intelligence Platform (VIP+)