AT&T, State Farm Will Test TV Measurement Alternatives In Discovery-Omnicom Pact

AT&T and State Farm are the latest big advertisers to experiment with new ways of figuring out just who is watching TV – and the commercials that support it. The two marketers are among those who are taking part in an alliance between Discovery and Omnicom Media Group. Under the pact, a handful of Omnicom clients, including the telecom and insurance giants, will test new ways of tabulating linear TV audiences using Comscore and VideoAmp, and examine recent viewership data.

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