Newcast, a specialist division of ZenithOptimedia, has asked iTVX to evaluate and measure branded entertainment activity it creates for clients. According to Kantar Media, branded entertainment
continues to fuel double-digit growth in a tough media landscape. "Partnership with iTVX enhances our existing proprietary measurement tools and allows Newcast to deliver best practices and true
category insights to our clients," stated Susan Joseph Smith, SVP, managing director, Newcast.
