How many TV currencies is enough? | WARC | The Feed
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How many TV currencies is enough?
Adopting three to four currencies could lead to significant enhancements in transacting and measuring TV advertising in the US, according to a cross-industry report*.
‘The future of television: A transition to a multi-currency national TV market’ was based on a survey of 50 industry executives in a variety of disciplines.
Why it matters
The established TV ad currency, based on audience ratings, is increasingly out of date as new technologies and consumer habits take root in the market. A multi-currency model presents an opportunity to set prices in different ways, but marketers should be prepared to navigate the various different...
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