The television advertising measurement system has been broken for a long time. Television remains the biggest ad bucket around, at more than $70 billion, yet there's never been a way for advertisers to measure the effectiveness of their ads outside of survey work and econometric modeling. TUntil fairly recently, all any marketer had to go on was a hope and a prayer, tied to an age- and sex-driven demographic segment.
We've suspected those demos to be obsolete for a while now. But it wasn't until this week that CBS Research head David Poltrack confirmed the industry's worst fears.