The Council for Research Excellence (CRE) was an independent research group created in 2005 and funded by Nielsen,[1] with a mandate to advance the knowledge and practice of audience measurement methodology. It was shut down in 2017.[2]

The CRE identified specific methodological research projects, selected research providers and reported the findings to Nielsen's client base. The organization had numerous working committees including: Big Data, Digital Research, Education, Local Measurement, Media Consumption & Engagement, Return Path Measurement, ROI, Sample Quality and Social Media. CRE was headquartered in New York City.

The CRE was composed of senior-level industry researchers representing advertisers, broadcast networks, basic cable networks, broadcast syndication companies, local television stations and industry trade associations. CRE members represented a broad cross-section of companies such as NBC Universal, Univision, CBS Corporation, Turner Broadcasting System, Inc., Radio Advertising Bureau, and National Association of Broadcasters.[3]

The CRE conducted studies to examine different types of video usage in natural settings and to improve measurement quality,[4] such as Big Data Primer, [5] Acceleration Ethnography Study, [6] Talking Social TV, [7] cross-cultural research using qualitative techniques, [8] and CRE guide for validating new and modeled audience data.[9]

References

  1. ↑ "Nielsen Pumps $2.5 Mil Into CRE". AdWeek. October 23, 2009.
  2. ↑ "Nielsen Pulls Funding Of Council For Research Excellence". Insideradio.com. 2017-12-22. Retrieved 2023-10-16.
  3. ↑ "CRE Members". Retrieved October 15, 2023.
  4. ↑ "About the CRE". Council for research excellence.
  5. ↑ "Media Researchers Tackle The B Word, Publish Primer For Thinking About 'Big' Data". MediaPost. October 23, 2014.
  6. ↑ "New Study Explores How Much Real America Wants Connected TV (A Lot)". MediaPost. August 6, 2014.
  7. ↑ "Netflix, Hulu Dominate Mobile TV Viewing". Variety. June 3, 2013.
  8. ↑ Lai, Jennie; Sha, Mandy. "Qualitative Research of Chinese & Hispanic Households for Code Reader". Council for research excellence. Retrieved October 15, 2023.
  9. ↑ "Guide for Validating New and Modeled Audience Data". Council for research excellence. Retrieved October 15, 2023.
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