MEASURING TV TODAY
The Media Odyssey
Revolutionizing TV Measurement
This chapter examines new approaches to measuring content and advertising effectiveness in television, focusing on the need for integrated metrics that reflect true viewer interactions. It discusses the challenges posed by traditional metrics and the initiatives like the ISBA's Origin Program aimed at bridging these gaps. The dialogue underscores the importance of collaboration among industry players to modernize measurement tools and address the evolving competition from digital platforms.
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