NAB seminar on future of audience measurement

The Television Management Conference at NAB2002 will include a session devoted to audience measurement issues on Tuesday April 9.
'The Future of Research Measurement' will offer attendees an inside look at many of the key issues involved with how media audiences are measured in an increasingly digital age.
The session will feature introductory keynote comments by David Poltrack, Executive Vice President of Research and Planning for CBS Television. Panelists will include: Steve Morris, President/CEO of The Arbitron Company; Susan Whiting, President/CEO of Nielsen Media Research; Susan Nathan, Senior Vice President/Director of Media Research for McCann Erickson; and Laura Silton, Director of Strategy and Resources for LCI, the spot buying arm of Universal McCann. George Ivie, Executive Director/CEO of the Media Rating Council, and Mac Douglas, Vice President of Marsh Media, will serve as co-moderators.
The session will feature an interactive format that will allow for audience members’ input.
Topics to be covered will include Arbitron’s testing of its Personal People Meter (PPM) multimedia audience ratings system, and Nielsen’s introduction of its new Local People Meter service, as well as other important issues. This will include issues such as the future of small market audience measurement and the challenges posed by increasingly fragmented audiences.
NAB2002, www.nab.org
(GMcG)