Film, Video, and Broadcasting

The need to understand media audiences is greater than ever before, due to the pace of change in the media landscape. While television remains the dominant medium in terms of audience and advertising dollars, inroads have quickly developed in competing digital media, such as internet and mobile. Some technologies (DVR, iPad) disrupt usage patterns while others (return path data, smart phones) create opportunities for improved tracking of audiences. Media researchers must now meet the challenges of addressable advertising, streaming, social media, and games. Develop the basic analytic and narrative skills to succeed as a researcher in this challenging field. Understand principles of survey research and how audience measurement data is collected across a variety of screens (TV, internet, mobile, theater, even taxicabs) and other media (radio, print, out of home). Learn to recognize audience usage patterns across various platforms and how these data are used for content development, audience evaluation, and advertising planning to buying. Students work directly with data and systems produced by The Nielsen Company. Leading industry representatives are regularly invited to share their experience and points of view. The course includes an internship component (minimum of 100 hours) at an advertising, media, or research company, which complements the lectures.

AREAS COVERED

• The basic structure and processes of the TV programming and advertising industries.
• The technical jargon of TV advertising sales, buying, planning, and research.
• The recurrent viewing patterns of the TV audience.
• The fundamental principles of social survey research.
• The methodology used by Nielsen Media Research to produce national and local ratings.
• The primary data and software products of Nielsen Media Research.
• Current research and business issues affecting programmers and advertisers.
• The elements of effective research charting and presentations.

WHO SHOULD ENROLL
This program is designed for those interested in media research and marketing.

FACULTY
Richard Zackon, founder of PCN Coaching network; principal, Media Edge, Inc.; media consultancy and facilitator, Council for Research Excellence, a Nielsen Media Research initiative; former research director, Direct Cabletelevision Advertising Bureau.

PROGRAM NOTES
Upon successful completion of the course, students earn a Nielsen Certificate in TV Audience Measurement.