Nielsen Provides $2.5 Million Additional Funding To ‘Research Think Tank’

The Nielsen Company has been moving rapidly to counter the challenges to its ratings dominance lately and the latest step involves adding $2.5 million in funding to to the Council for Research Excellence. The CRE was formed about four years ago as a “research think tank” and forum for 35 of Nielsen’s clients. With this latest funding, Nielsen has provided a total of $10 million in backing to the CRE, which now has 40 members, who represent advertisers, agencies, TV networks and syndicators.

Since its inception, the CRE has studied consumers’ video viewing habits (the big takeaway: confirmation that live TV is still dominant with baby boomers, in case you weren’t sure) and why individuals have declined to participate in Nielsen