Using demographics like age and sex to target TV commercials is "essentially invalid," and "a misallocation of television advertising investments," CBS Corp. Chief Research Officer David Poltrack
said in a speech to the Advertising Research Foundation's Re:Think 2011 conference.
To replace demographics, CBS worked with Nielsen to create a "historic" six-part system segmenting viewers
by behavior and attitudes that will be available to all Nielsen customers, Poltrack said.
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