Topic: David Poltrack

Nielsen Strikes a Digital Ratings Deal With CBS to Better Measure Viewership

Competition with comScore already heating up

On the heels of Tuesday's announcement that comScore will acquire rival Rentrak in a stock-for-stock merger so the combined company can take on Nielsen, Nielsen returned fire today with some…

Don't Panic, Says CBS: More People Are Watching TV Now Than a Decade Ago

And millennials will come around, too

On Friday, FX sounded the alarm about the state, and future, of television. But today CBS offered a counterpoint to FX chief John Landgraf's argument, as network execs made their…

CBS Study: TV Trumps Digital in Spending and Reach

Data in hand, networks make their case this sales season

With television advertising facing a new challenge from digital media, the industry is compelled once again—for the first time in 25 years—to tout TV effectiveness, this time with the help…

CBS Gets Into the Big Data Game

The Eye doubles down on broadcast

CBS may have launched a new streaming service (and announced a new one for daughter network Showtime on the heels of the Apple press conference where HBO Now was unveiled),…

CBS’ Poltrack: Demos Don’t Tell the Entire Story of the 2012-13 Season

Research boss says smarter measurement, targeting could usher in 'golden age'

Despite a season that’s been marked by vertiginous ratings declines, CBS research guru David Poltrack believes that broadcast’s slow start “is not indicative of how the season will progress.” Speaking to…

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…