CBS/Nielsen Catalina: Creative commodity drives media influence

This event report details some of the findings from research conducted by CBS Vision, a research company, and Nielsen Catalina Solutions, a measurement company, into the relative impact of creativity and media placement.

In a new spin on the importance of the right mix in marketing, a new study from CBS Vision and Nielsen Catalina Solutions contends that a steady uptick in the quality of creative content has made the selection of media more important than ever before....