Connecting TV audience research to business results

Andrew Green, of billets connections, looks at the fundamentals of TV audience research and outlines four ways to make it more relevant to efficient planning.

Connecting TV Audience Research To Business Results

Andrew Green

Television audience measurement systems are becoming increasingly defective as ways of detecting who is likely to take notice of advertising or of helping businesses take decisions about future investment needs.

There is strong evidence to suggest that the trends leading us to this point are, if anything, accelerating. Ultimately, if media planning and buying decisions are to bear any relationship...

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