from Broadcasting & Cable:

A group of the biggest names in TV research are set to explode some commonly held myths about how consumers watch TV. Their findings about what’s really going on in the world of video consumption will be unveiled next week. The survey is expected to reveal such things as which age groups do the most media multi-tasking; whether younger viewers are really shifting away from traditional TV and how much commercial time viewers are exposed to.

The Council for Research Excellence, a cross-industry think tank of top executives from agencies and TV networks, has spent the past year executing a $3.5 billion million (B&C has updated their typo, but it was kind of fun while it lasted) project called the “Video Consumer Mapping Study.” The initiative is described as, “the largest and most significant observational study of media activity ever undertaken.”

Shari Anne Brill, Senior-VP director of at Carat, who has been intimately involved with the project said, “People are in fact watching commercials and not running screaming from the room and younger viewers haven’t abandoned television.” The major findings are being kept for a presentation on Thursday, March 26.

The study was funded, in part, by Nielsen Media Research, and was created to investigate commonly held, but perhaps mistaken beliefs about TV viewings. The Council for Research Excellence put together their wish-list of questions to help better inform marketers about their fears on such issues as DVR penetration.

$3.5 BILLION dollars?  Really? Hopefully that tracks this stuff for the next several years.  Speaking of which, how they actually  did the tracking is pretty interesting — they used Web cams to watch people!

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Posted by:TV By The Numbers

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