Around the Net
CNN To Study Viewers' Out-of-Home Habits
- Mediaweek, Tuesday, August 12, 2008 9:15 AM
CNN plans to analyze the out-of-home TV ad exposure of 10 brands that are handled by media shops OMD and PHD. The TV network has commissioned Integrated Media Measurement to collect and study
the data with an eye toward bringing more accountability to ads shown in bars, dorm rooms, gyms and other venues.
With spending on out-of-home media booming, networks are eager to
get a better handle on the relative effectiveness of TV ads inside and outside the family room. IMMI will share the results with the agencies and their participating clients in early 2009.
