by Ed DeNicola, Friday, August 7, 2009, 12:02 PM
From a research perspective, digital set top box (STB) data is the most exciting thing to happen to the television research business since people meters rolled out in the late eighties. It has the potential to have a giant impact on the industry" second by second data, new ad retention metrics, precise commercial and brand ratings, enormous sample sizes as well as the ability to directly link tuning data with other information at a household or device level.
However, like any great new invention, there are some very large challenges that will need to be overcome to make STB data useable as an analysis tool and potential currency for ad sales transactions. (More.)
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