Television viewership underwent a significant shift in the past couple of years, as consumers sought to keep themselves entertained and informed while stuck at home. While the pandemic helped to expose the deficiencies in audience measurement, it also has been a major catalyst in the drive to develop a wider variety of measurement currencies.
Sean Cunningham, chief executive of trade group VAB, discusses the latest actions to improve audience metrics so that they accurately reflect the value of network TV advertising. In this BeetCast interview, he says he is excited about the possibilities of including cross-platform currencies in the upfront sales seasons for this year and 2023.
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