Nielsen Pulls Funding for Council For Research Excellence

CRE: Nielsen's Out

NIELSEN has pulled out of its sole funding of the COUNCIL FOR RESEARCH EXCELLENCE after a dozen years and a more than $10 million investment, according to MEDIA POST. The organization was comprised of NIELSEN clients conducting their own primary research on media measurement, including methodological ones.

NIELSEN has funded the CRE’s projects since underwriting its launch in 2005 with an initial $2.5 million grant. 

The CRE has examined some technical issues like “non-respondent bias: and how the adoption of  new media technologies impacted people’s attention to media, as well as media research methodologies, which sometimes did not reflect positively on NIELSEN, 

Said a NIELSEN spokesperson: “This decision is not a reflection of the the organization or its work. Rather, it is based on our desire to bring greater simplicity and focus to our investments in measurement innovation.”

NIELSEN's decision comes as other industry organizations have stepped up their role in organizing and underwriting original methodological research on media measurement, including the COALITION FOR INNOVATIVE MEDIA MEASUREMENT, the ad industry's 3MS and the M3EDIA RATING COUNCIL.

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