There are six videos in this interview:
Subject Length
(in minutes)
Background (5:12)
Turner (6:38)
All Screen (6:23)
Nielsen and Collaboration (5:51)
STB Data and Segmentation (6:55)
Predictions (6:42)
Charlene Weisler interviews Turner's Howard Shimmel who talks about his background in this 5:12 minute video:
Howard Shimmel talks to Charlene Weisler about his work at Turner in this 6:38 minute video:
Charlene Weisler interviews Turner's Howard Shimmel who talks about the All Screen cross platform study in this 6:23 minute video:
CW: One of your big initiatives is your cross platform
study called All Screen. Can you tell us some of the specifics about the study?
HS: Sure. There are two separate and distinct things
that we are trying to accomplish with All Screen. First, it is really important
that the market is able to understand CNN’s true breath, impact and reach across
platform: TV at Home, TV out of Home, Mobile and Digital. If you think about
what we get out of N-Power (Nielsen’s custom analytic system), it actually
presents a very limited view both in terms of the reach and in terms of the
demographic composition of CNN’s audience. So part of All Screen is working
with Nielsen’s data integration experts, Pete Doe’s team, to be able to
integrate TV in the home from Nielsen, TV viewing out of home from Nielsen
Audio, previously Arbitron, with our own internal mobile data and our own
internal digital server data. We want to be able to integrate that in a way
that we can go to an advertiser and talk about the true reach of CNN across all
platforms. In this way we can accurately paint a picture of how different
demographics vary in their reaction across all the CNN platforms. For example,
mobile is our youngest platform, digital is a little older. Being able to
illustrate that to an agency or client is really important.
The other part of the study is focused around the TV in
home and out of home. My people in the industry have given considerable thought
to how TV usage differs in and out of home and how we can measure it. ESPN/ ABC
did some great work in the 1980s with this concept. And the fact of the matter
is that CNN delivers a fairly material amount of out of home TV viewing through
our normal linear TV programming. Our approach is that we have taken a subset
of All Screen, which is a combination of Nielsen People meter and Nielsen Audio
for out of home TV, and integrated that together. We have then taken that data
and put that into our sales estimate system so every time we generate a sales
plan we are able to show an agency buyer how much additional out of home
audience we anticipate delivering from the plan. Then on the backend, we work
with MSA to deliver a post buy assessment and are able to show the client the
actual amount of out of home delivery we delivered to them. The thought is to
use the data actively to calculate true delivery. It is a big part of our
upfront discussions.
Every media company is focused on the idea of
unmeasured audience. We think that out of home TV, if you are in the news and
sports space, is a material amount of unmeasured audience. That is why it is so
important to us.
Howard Shimmel talks to Charlene Weisler about his work at Turner in this 5:51 minute video:
Charlene Weisler interviews Turner's Howard Shimmel who talks about set top box data and segmentation analysis in this 6:55 minute video:
In this final 6:42 minute video, Howard Shimmel offers some insights into the future of the media landscape:
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