Council Objectives
The L.A. Council was established to deal specifically with the issues and challenges of the L.A. community that may not have received enough attention in the overall marketing ecosystem. At this time, it consists of researchers at media companies who have formed three Working Groups to address the issues they consider most pressing.
Working Group Missions
Cross-Platform Measurement
Focus on video content consumption (rather than ad exposure) across all platforms, including OTT, with a goal of making recommendations on how viewers should be counted and how to monitor the progress of program measurement.
Changing Media Landscape
Generate new data and insights on the changes in viewers’ behaviors and attitudes, including preferences for various platforms, navigation among platforms, and content discovery.
State of the Art in Emotion and Attention Research
Explore how best to assess the factors that drive viewing, program loyalty, and program promotion effectiveness. The group plans to curate research findings and develop best practices for program testing and research that help optimize content promotion.
LA Council Working Group Chairs
Lisa Heimann
NBCU | Cross Platform Chair
Judit Nagy
FOX | Changing Landscape Chair
Paloma Gonzalez
Univision | State of the Art Chair
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