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Interactive TV Spots Prove Less Than Activating, Viewers Grow Fatigued
A new interactive study that uses set-top boxes to monitor second-by-second airing of TV commercials has shown that TV consumers tire easily of traditional five-week-long TV advertising campaigns. Results from The PreTesting Company's MediaCheck initiative--which is currently testing its system in Omaha, Neb. among 2500 homes--showed that campaigns should cut their duration in half. P> ...Read the whole story
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ZenithOptimedia's Hamilton Takes Leave, Jones Promoted to U.S. Chief
In a surprise move, Publicis' ZenithOptimedia Group Tuesday said Rich Hamilton has taken a leave of absence as the top executive of the media agency's North American and South American operations and that Tim Jones has been promoted to head of the media network's U.S. operations. ...Read the whole story
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Report: B-to-B Ad Growth Fueled By 'eMedia,' Not Print
A pair of new reports reveal that ad revenue for business-to-business publications continues to grow, but the main engine of that growth is no longer print. It's coming from so-called e-media--online and digital editions--and from events and trade shows. ...Read the whole story
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Agency: Cable Medium Grows, But No Networks Poised To Challenge Broadcast
This summer, the cable industry proved once again that it knows how to program with a bunch of new high-rated summer series--such as TNT's "The Closer" and FX "Over There." But glaring problems remain when it comes to the growth of individual networks. ...Read the whole story
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Arbitron Reveals 'Pod Meter,' PPM Measures Radio Podcasts
In a development that may say as much about the future of radio broadcasting as it does about the future of media audience measurement, Arbitron Tuesday announced that its new portable people meter system could successfully track podcasts. ...Read the whole story
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High Hops for StrawberryFrog, Brewer Taps Boutique Ad Shop
The little ad shop with a funny name has leaped ahead again, besting two industry heavyweights to win Heineken's $75 million-plus global brand account. ...Read the whole story
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