The Broadcast Ad Model Is Broken. Now What?†

Networks Race to Create Their Own Methods for Measuring Audiences

Advertising Age, October 27, 2008 — If today's TV buying is the model for the future, advertisers are in trouble.

Virtually all parties involved — marketers, media buyers and the media themselves — agree that in a video-on-demand world in which consumers control what they watch and when, the current broadcast advertising model is broken, or at the very least inadequate. What they don't yet agree on is the solution, leading to mass confusion as networks scramble to create their own measurements in a race to develop a standard for counting those precious eyeballs. The trouble is, they should be working together, not apart.