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CBS' Poltrack: Demographics Are Dead, Long Live New Model

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.

Read the whole story at Advertising Age »

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