Summary
Audiences are fundamentally changing the way they watch TV. Viewers are now active on a second screen — a tablet, PC, or mobile device — at the same time that the big screen is turned on. And they engage with TV content and brands across social networks in real time. In this new TV landscape, marketers must enhance their approach to TV planning and measurement to gain deeper insight into media consumption, audience characteristics, and the impact on their media planning decisions. This report lays out some of the new data sources that marketers can integrate into their TV strategies to remain competitive in a rapidly converging media landscape.
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