Question: Discuss recent developments in the measurement of television viewing audiences
Discuss recent developments in the measurement of television viewing audiences and their implications for advertisers. Do you think advertisers should have to pay for viewers who watch TV shows on a time-shifted basis on their DVRs or video on demand? The chapter discusses the debate between the television networks and advertisers over measurement of TV viewing audiences. Evaluate the changes that have been made to provide advertisers with better measures of television viewing audiences as well as commercials.
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