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1 ROI Under Scrutiny
Return on investment. You couldn’t leave a client meeting this year without hearing those three words, as advertisers sought not just to pare costs but to ensure that their ad dollars are spent efficiently and with accountability. But a standard ROI measurement tool for TV advertising has proved elusive and expensive. Nielsen (owned by Adweek parent VNU) and Arbitron turned to networks when marketers balked at the $100 million price tag for a system that would pair TV ratings with sales information.
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