A conversation with...
Murray Love, Insights & Analytics Director, Multiview, MCN
On a personal note how did you get involved in audience measurement?
I took a role at Nielsen Media Research as a Panel Controller within the statistics department. This provided a useful understanding of the importance of a representative sample as well as the importance of a quality sample of homes. Moving on to the Client Service team including a stint in the Brisbane office, I was offered a role at MCN which coincided with the introduction of Subscription TV ratings in 1999.
How is the technology around measurement different to 10 years ago?
The stand out for me is that the viewing environment is now very complex and diverse compared to a decade ago. Further, the broader television environment is now largely digital. There are still some traditional homes today that do not have digital TV and at the same time we have many homes with multiple flat screens, connected TVs with multiple IP connected FOXTEL or AUSTAR set top boxes. Measurement technology has had to catch up in order to measure the complex viewing environment. For Subscription TV homes, we have an elegant solution via return path data and the interrogation of the set top box which is vital today and into the future.
In your time at MCN you have moved through the measurement and analytics department, what excites you about Multiview?
Multiview is without doubt the most exciting development to occur in television research. It harnesses a big sample. The data is powerfully granular, and the segments extend way beyond traditional demographics. Multiview delivers platforms, channels and advertisers valuable insights to create opportunities which can exploited for significant returns.
The ASTRA 2012 Conference session should be fascinating given the rapidly changing environment, what can attendees expect to take away?
Attendees can expect to better understand how consumers interact with content in different viewing environments in an ever challenging era. In this session, attendees should gain a deeper understanding of the STV audience and the research tools we have invested in to ensure we can extract the most relevant powerful insights for our businesses moving forward.
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