research methods

What does the Converged TV Ecosystem Need From a “Calibration” Panel?

Howard Shimmel of Janus Strategy & Insights, LLC. guided this expert panel through the critical questions surrounding the importance of calibration panels to the measurement industry. Howard asked why calibration panels are needed, what they bring to measurement, and what is sacrificed if the industry does not support them moving forward.


In a follow-up discussion for the “Understanding Audiences” track, Havas Media’s Peter Sedlarcik delves deeper into the ways the panelists are measuring for their clients, from the challenges of creating custom platforms and how technology’s rapid advances are affecting how they reconcile data, to balancing rigorous methodology with dynamic measurement approaches.

Leveraging A/B Testing to Understand Consumer Behavior

Vidyotham Reddi shared insights from Mars’ approach to A/B testing as their gold standard of learning. Framing it within the timely “virus” context, Vidyotham reinforced A/B testing’s dependability, versatility, and precision for marketing and understanding consumer behavior as part of Mars’ overall strategy.

Finding Mountain Dew’s Sweet Spot

LoopMe’s Carlos Cruz and IRI’s Joe Conte review a case study for Pepsi’s Mt Dew using IRI’s real-time deterministic sales data and LoopMe’s in-flight optimization. Highlighting the precision of IRI’s retailer loyalty card data from 117M households (HH), Joe provided background on and execution of the campaign that increased dollars per HH sales lift by 40%. Aligning the right ads at the right time by leveraging IRI’s actual purchase data, Carlos outlined the attributes that drove brand lift and Pepsi’s sales goals to attract new buyers.

Building a Cross-Device, Multi-Source, & Verified Behavioral Data Exchange Tool

The presentation shared YouGov’s research behind building a cross-device, multi-source, and verified behavioral data exchange tool. The research tackled the following problems:

  • How can they increase transparency around data and content insights across SVOD, AVOD, and entertainment sources while preserving user privacy? Then, how can they make it global?
  • How can they enrich YouGov’s Signal’s existing trove of data that they collect across the entertainment world with deeper and more accurate viewership while simultaneously helping their clients stay ahead of changing regulation?
  • How can they empower their 14 million-plus panelists to take control of their digital assets?

Extending the Audience Scope: Brand in a Multisource Data Context

This presentation describes a project to enhance analytics on print and digital audiences in France. The main sources of data for print and digital audiences in France are:

  • ACPM/One Next: References audience measures for magazines and newspapers.
  • Mediametrie: Reference for broadcast and web media audiences.
  • Kantar Media Division/TGI: Established to analyze consumer behaviors, brand preference, and market trends for advanced segmentation, planning, and activation.

Infrastructure Evolution for Next Generation Market Research

Microsoft’s goal was to create a solution to bring independent data sources together. Their database contains 2+ years of data on millions of Microsoft’s identified customers, usage across 10+ core consumer products, and revenue (both direct and indirect, across these products). This database is also GDPR compliant. Protecting this data is a priority.

Raj Mann reviewed the evolution of Microsoft’s infrastructure. In the past, research was slower due the need for a lot of data manipulation and quality control challenges. The investments have increased extensibility of data and removed obstacles that prevented data access for researchers and improves collaboration. Microsoft’s infrastructure investments resulted in a 70% reduction in time for data analysis on the 600 studies Microsoft conducts annually.

Collaborating on Research and Solutions for Private Measurement

Dennis Buchheim has a unique perspective from “two sides” of the ad industry. He leads Facebook’s Ads Ecosystem team after serving as CEO of IAB Tech Lab. Dennis shared a view on how the industry is grappling with the shifting regulatory, platform, and technology landscape. Only together can the industry understand these changes and create paths forward. As opportunities are evaluated to evolve how data is used, research will be critical in refining the industry’s foundational knowledge and providing tactical guidance.

An Economic Analysis of TV Advertising Profitability

Professor Anna Tuchman of Northwestern’s Kellogg School of Management presented an economic analysis of the effectiveness of a major portion of the U.S. linear television advertising spend, worth $66B in 2019. The study, conducted with Bradley Shapiro and Günter Hitsch of the University of Chicago’s Booth School of Business, investigated the elasticity of actual sales for 288 distinct CPG brands on the basis of brand-specific ad spend as captured by Nielsen store and household panels along with Nielsen Ad Intel data. They used log-log regression and flexible machine learning algorithms. Their goal is to help firms evaluate ad campaign effectiveness with the hope their measurement will help make better ad spend decisions.


An impressive body of work is building in attention measurement. The three winning-papers sessions preceding this panel revealed a work in progress with shared goals as well as differences in approaches. Moderator Earl Taylor of the ARF’s MSI division asked the speakers about their views on barriers to the process, and opportunities for further improving attention measures.