Television Optimizers: Did They Change the Way We Do Business?

Procter & Gamble's 1997 Agency of Record pitch spurred agencies to develop new tools for analyzing television audience data and to schedule advertising.

Television Optimizers: Did They Change the Way We Do Business?

Andrew GreenZenithOptimedia, Inc.

INTRODUCTION

In the spring of 1997, four U.S. advertising agencies started preparing for an important new business pitch. Procter & Gamble (P&G) had...