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CBS and OMD Partner to Provide the Agency With Access to the Network's Television City Research Facility in Las Vegas
Date:11/9/2009

NEW YORK and LAS VEGAS, Nov. 9 /PRNewswire/ -- CBS Vision, the research division of CBS Corporation, and media agency OMD, an Omnicom Media Group company, today announced a new research partnership that will allow OMD's clients access to the CBS Television City research facility housed in the MGM Grand Hotel in Las Vegas.

The new venture, which marries the capabilities of CBS Vision with one of the county's leading agencies, will be called Communications Lab@OMD.

CBS's Television City is a well-established research facility that incorporates traditional qualitative and quantitative methods like focus groups and surveys, as well as advanced bio-metric techniques such as eye tracking and brain scanning using NeuroFocus technology, in a transparent research environment. Located in one of the most popular tourist attractions in Las Vegas -- the MGM Grand Hotel -- the facility provides singular, organic access to more than 1.1 million visitors annually, representing a geographic, demographic and psychographic cross-section of the US consumer population. As a result, highly specific consumer samples can be easily recruited from a visitor population that has historically been highly inclined to participate in media, entertainment and advertising research efforts.

Packaging this singular combination of cutting-edge suite-of-services, ongoing and immediate audience access, and state-of-the art facility under the banner of the Communications Lab@OMD, OMD will be offering its clients comprehensive evaluation and analysis of multi-platform communications, encompassing both traditional and digital media, separately and in combination.

Techniques and technologies available to OMD clients through Communications Lab@OMD include:

  • Cross media effectiveness testing, incorporating traditional TV and Print, and Digital platforms including Mobile, IT
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SOURCE Omnicom
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