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.