Planting Seeds for Cross-Platform Growth

摘要

Numbers have always been the lifeblood of the TV industry, with ratings determining the future of shows and networks vying for a slice of the $70 billion U.S. TV ad pie. But in recent years, the accuracy of some of those numbers has been called into question as more people watch TV shows on devices such as smartphones, and tablets aren't currently part of Nielsen's ratings. That has made the work of Jane Clarke, managing director of Coalition of Innovative Media Measurement (CIMM) particularly important. Backed by major programmers, advertisers and agencies, CIMM has been working to improve cross-platform measurement with initiatives such as Project Blueprint, an ambitious effort to provide measurement across five platforms.