Television attribution: Overview and key topics

This report from the Coalition of Innovation Media Measurement (CIMM) and the 4As, takes a close look at TV attribution providing a view into what’s working – particular dayparts, networks, distribution platforms, programs, audiences and creative executions.
  • The science of allocating credit to exposures for driving sales or other outcomes is the most scintillating yet complicated and elusive topic facing the television industry.
  • There are many disparate television viewing datasets that fuel the analyses and, depending on the provider, there are a host of additional variables that may or may not be brought in to fully explain television’s impact.
  • Successfully navigating these issues is essential because the promise of TV attribution is enormous: the ability to read the impact of television advertising at a very fine level and a pace quick enough to enable the tactical optimisation...

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