Sean Cunningham, CEO of the Cabletelevision Advertising Bureau: “TV content fuels the growth engine of American business. It delivers the scale and immediacy that big brands can’t build without. Getting a clear picture on all TV viewing is critical to advertisers. The obstacle is a measurement industry that hasn’t evolved with viewers’ content commitment. Until we have an industry-accepted, single-source measurement for viewing across all platforms, there won’t be complete transparency in video, and the full range of connections won’t be usable for marketers.”
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