CBS’ Poltrack Unveils New Media Planning Tool

Advertising Week presentation to focus on TV word-of-mouth affinities

CBS and the Keller Fay Group next Tuesday will unveil new research that demonstrates how television remains the dominant driver of meatspace word-of-mouth conversations, those offline exchanges between friends and relatives that focus on consumer brands and products. 

In a late-afternoon Advertising Week presentation, CBS chief research officer David Poltrack will take the wraps off a new media planning tool that blends Nielsen TV ratings, Keller Fay’s WOM metrics and his own proprietary segmentation analysis.

Poltrack has 30 minutes of material planned for his presentation, which is set to begin at 4:45 p.m.

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