Driving data to television: Bringing the right stuff to the first screen
Helen Katz and Steve Murtos Starcom Mediavest Group
Looking at the history of television over the past 60 years, one thing has become clear. The ratings for individual programs have witnessed a steady decline. At the same time, Nielsen reports that the average viewing in TV households has steadily grown. So what can we do about this?
Well we cannot, nor do we want to, abandon the 'first screen' of TV. It still accounts for the majority of time people spend with 'a screen', and of course...