Don’t Forget TV Households That Are Undercounted: CBS’s Radha Subramanyam

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 […]

 
 

Innovation Is Transforming Media Measurement and Viewing Habits: CBS’s Radha Subramanyam

SAN JUAN, Puerto Rico – Marketers and media outlets have been pushing for improvements in the television audience measurement, the linchpin for billions of dollars in advertising spending. After ratings stalwart Nielsen last year lost accreditation from the Media Rating Council, media buyers and sellers have sought other ways to set the value of advertising […]

 
 

‘We’re Looking Forward to a Multicurrency Upfront’: CBS’s Radha Subramanyam

Advertisers and media companies have been pushing for improvements in the measurement of television viewing. After ratings stalwart Nielsen lost accreditation from the Media Rating Council, there is greater urgency to develop alternative methods of audience measurement – and the related currencies for ad transactions – as the upfront sales season approaches. “I’m extraordinarily excited […]

 
 

TV Consumption Will Grow Across Platforms: CBS’s Radha Subramanyam

LOS ANGELES – The cost of viewer impressions shouldn’t be the only thing that marketers consider when buying advertising on broadcast networks. Compelling content that engages audiences in a brand-safe environment not only provides better context for ads, but also helps to avoid the pitfalls of running programmatic ads in the murkier parts of social […]

 
 

CBS Wants Data to “Speak to Each Other,” Research Head Subramanyam

Lack of innovation isn’t a problem when it comes to advanced television and cross-screen measurement, because there’s lots of it out there, according to Radha Subramanyam. But the Chief Research & Analytics Officer at CBS wonders about the ultimate goal. “I think there’s a ton of innovation, inventions, a lot of granular data in the […]