With so many people watching so much in so many different ways, it’s very difficult to count us all. So how does that happen, what is genuinely comparable, and how does it affect what creative producers make? How much does panel research and focus group input affect what ends up on our screens, and what is changing in the world of viewer measurement.
September’s TV Talks take a turn for the analytical with a panel of brilliant minds dedicating themselves to the question of ratings and audience across platforms, mediums and broadcasters.
Adrian Coates, Head of Audience Data & Insights, SBS Australia
Ben Shepherd, Chief Media Officer, CHE Proximity
Doug Peiffer, CEO, Oztam
Emelia Millward, Head of Research & Insights, Seven Network
MC: Andrew Garrick Writer, producer and director
Adrian Coates is the Head of Audience Data and Insights at SBS Australia. He joined SBS in early 2013 as Head of Corporate Strategy and moved across to the research and data team in 2017. He leads a team responsible for the reporting and analysis of audience numbers across television and radio, digital products and services as well as bespoke behavioural and attitudinal analysis through panel research and focus groups, and exploring leading edge techniques around audience clustering and machine learning.
Ben Shepherd has more than 15 years working in and around agencies including roles as Head of Digital and Head of Strategy and Innovation at OMD, and Commercial Director at Junkee Media. Ben has recently taken on the role as Chief Media Officer at CHE Proximity further deepening the company’s consultancy capabilities He joins from PwC where he was director of the firm’s media practice and a founding member of its CMO Advisory Practice.
Doug Peiffer has 30 years of experience in television audience measurement and research, with particular expertise in its use in advertising strategy and business development. Starting as a people meter installer for Nielsen in the US, Doug worked his way up to establish and run television ratings operations in Latin America and Asia. After nine years with Network Ten as General Manager of Strategy, Integration and Research, Doug was appointed CEO of OzTAM in 2010. Under Doug’s leadership OzTAM has continued to evolve to provide a world class audience measurement system that reflects how Australians watch television content across all screens.
Emelia Millward heads research and insights for Seven, delivering audience intel to support content, marketing and sales strategy. She also leads research and data integration projects for Seven West Media, building a deeper understanding of audiences across TV, publishing and digital. Emelia has decades of experience leading consumer research, audience measurement, and data analytics for media brands in Australia and the UK, including the BBC, Time Warner, Nielsen, Foxtel & SBS. She is a member of the measurement council of IAB Australia and a non-executive director of OzTAM.
Andrew Garrick is best known for Creating and EP’ing late-night comedy show Tonightly on ABC Comedy. Prior to working at Aunty, his experience included developing, writing, producing and directing shows for all of the local networks and major production houses, both here and abroad, including Shine, Freemantle, Screentime, Beyond and more. Andrew directs lots of commercials, including one just recently choreographing 14 animals to perform in a 60s one-take, and one where a guy copped a ball to the face in slow motion.
Outside of Producing and Directing, and teaches Applied Storytelling For Business for AFTRS. He’s also the Managing Director of Zedtown, a live zombie apocalypse experience for thousands of people at a time (yeah, it’s pretty ridiculous fun) which has recently expanded from Australia into the USA and will shortly tour across Asia.