New insights on first-time electronic data on out-of-home and time-shifted television viewing

Increasingly, the new mantra among today’s leading advertisers is, “Know your consumers! Know who they are, what they’re doing, and when, where and why they’re doing it.” These goals translate into important new objectives for marketers, broadcasters and media researchers, including the goal of locating and reaching consumers throughout their busy days, using the most efficient and effective means available.

New insights on first-time electronic data on out-of-home and time-shifted television viewing

Robert H. Patchen and Beth WebbArbitron Inc., United States

INTRODUCTION AND BACKGROUND

Currently information from out-of-home and time-shifted or delayed viewing...