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Turner's Wakshlag: TV Creates 'Frankenmetrics,' Needs Focus

Turner Broadcasting System chief research officer Jack Wakshlag said the TV industry is creating complicated, useless “Frankenmetrics” to measure viewer habits for linear television, online video and VOD. He counters that three questions would give advertisers and content providers the answers they want. “There are three things we have to start with — how many, how often and how long,” Wakshlag said at an TV industry conference. Get the answers and he believes a company can calculate share, reach and frequency and time spent.

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