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NEW YORK In an age of rising demand for targeted, accountable advertising, NBC is “ready and anxious to partner up with measurement [companies],” according to a Sept. 28 keynote talk by Alan Wurtzel, president of research and media development at NBC Universal.
More than a half-century after Adweek sibling Nielsen Media Research began tracking television viewing, “Nielsen metrics still aren’t ready for prime time,” he deadpanned from the podium of an American Association of Advertising Agencies and ARF Consumer Engagement Conference.
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