CBS Launches Major Campaign To Keep TV Ad Dollars From Moving To Digital
The effort, called the Campaign Performance Audit (CPA), is CBS’ biggest research investment yet to support TV advertising as broadcasters gird for an upfront season struggle to keep dollars from shifting to less expensive digital platforms. CBS says that it will pay to help buyers produce effective ads, find the right shows on which they should air, and then measure the results using data from Nielsen and others. – David Lieberman, Deadline Hollywood
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