NBCU's Wurtzel warns ARF of "crisis" in media metrics

Geoffrey Precourt

The keynote address by Alan Wurtzel, president/research and media development at NBC Universal, to the ARF's Audience Measurement conference in June 2009 is the focus of this article by WARC's U.S.

NBCU's Wurtzel Warns ARF of "Crisis" in Media Metrics

Geoffrey PrecourtWARC Online

Alan Wurtzel, president/research and media development at NBC Universal has alerted the marketing/agency/research communities of a "looming crisis that… could have a profoundly detrimental effect on the media business long after the end of the current recession."

In a keynote address before the Advertising Research Foundation's (ARF) fourth-annual Audience Measurement 4.0 Conference in June, Wurtzel proclaimed, "a crisis in measurement," explaining, "You can't sell what you can't measure, and, unfortunately, our measurement systems are not keeping up with either technology or consumer behavior…. It's time for all...

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