New Audience Metrics Aim to Leapfrog Web Buzz

Marich, Robert
June 2008
Broadcasting & Cable;6/9/2008, Vol. 138 Issue 23, p14
The article reports on the introduction of advanced audience metrics that will shape up media's consumer activity data in the television (TV) broadcasting industry in the U.S. The push for measurement developments aim to displace the advantages of the Web. The integration of data about purchasing behavior with TV viewing is claimed to be a way for advertisers to view media through the prism of their target demographic. Information on the return-on-investment (ROI) metric from TRA is provided.


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