Audience Measurement Methodology Is Changing How Advertisers Buy TV
Television has always been a medium of mass marketing. Back when 4 networks dominated broadcast (CBS, ABC, NBC and FOX) a commercial on each network at the same time, called a road-block, would reach 99% of the viewers. Audience measurements by A.C. Nielsen traditionally typecast viewers by age and gender. And advertisers have spent billions of dollars targeting these broad segments, such as Women 25-54 or Adults 18+.