CBS said it has formed a partnership with New York University’s Stern School of Business on a new initiative to advance cross-media research by broadening the understanding of the interactions between television and other platforms and how they influence consumer behavior.
Called the NYU Stern/ CBS Media Analytics Initiative, it will be housed in the marketing department of the Stern school. As part of the partnership, CBS will encourage research proposals from Stern faculty in order to access proprietary data. In addition, the network will make the CBS Television City Research Center in Las Vegas available for further studies. The initiative was established through the efforts of CBS and NYU professor of marketing Henry Assael.
“We are glad to partner with CBS on this exciting research initiative,” Assael said in a statement “As cross-platform exposure to television shows has increased, ‘watching TV’ has taken on a whole new meaning that has important implications for the media industry and our society that are worthy of serious research. Working with CBS, which has made the study of this issue a priority, gives NYU Stern scholars access to information with great potential for important and compelling research findings. We look forward to announcing more specifics on joint projects in the near future.”
“CBS continues to work with advertisers to provide them with research and intelligence that allows them to employ television and digital media to their full potential,” said CBS chief research officer and president of CBS Vision David Poltrack in a statement. “Joining forces with NYU Stern on this initiative will allow us to draw on the expertise of this esteemed institution and will enable us to deliver breakthrough research that is beneficial to our advertising clients.”
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