Advertising only works if you can measure its impact. For advertisers, that means going beyond impressions and clicks to understand how media spend drives real business outcomes.
For years, audience numbers for local cable and local broadcast have been underreported, depreciating the power they hold in reaching viewers. Measurement based on “panel-only” data had resulted in an under-counting of audience and impression availability.
A Comcast Advertising report explores how cross-screen TV advertisers and marketers are approaching measurement this year. Delve into the survey findings in a blog by Heather Coghill, Sr. Director of Audience Insights at Effectv.