CANNES – The major disruptions of the past few years — including the pandemic, Russia’s invasion of Ukraine and current worries about a recession – have spurred a creative flowering in the television industry.

“We’ve been through so much that business problems are being approached with a high degree of creativity and open-mindedness that I haven’t seen in a really long time,” Radha Subramanyam, president and chief research and analytics officer of CBS, said in this interview at the Beet Villa during the Cannes Lions International Festival of Creativity. “I believe we’re moving the industry forward, so very specifically around measurement.”

A variety of measurement companies have emerged in the past decade to help advertisers and media companies to evaluate viewing behavior, including a significant shift to streaming video platforms. Amid these changes, Subramanyam said it’s important to consider what she describes as “20/20” – the 20% of broadband-only households in the United States and the 20% of TV households that watch network programming on over-the-air (OTA) broadcasts.

“As we chase around after smart TVs and ACR [automatic content recognition] data and all of those which have an incredible amount of value,” she said, “let’s not forget that segment of the audience — often minority, often undercounted in currencies — who consume television in what they call a more traditional way or terrestrially.”

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