The Marketing Implications of Electronic Multi-Media Measurement
New tools to increase confidence in your advertising investments
Henry Laura, The Arbitron Company.
All I want out of life is a 20 rating and a 30 share. Faye Dunaway uttered this memorable line when she played the role of a single-minded programming executive in the 1976 movie Network. If Hollywood were to remake Network with a 90s sensibility, the modern monomaniac could only dream of an 8 rating and a 15 share.
The era of the mass audience is long gone. Americans, as well as consumers the world over, are...