While Rome Burns

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The live vs. live-plus-seven days of recorded playback viewing issue seems to have resolved itself. Thank goodness.

Yet, in reading my former ABC colleague and the current NBC president of research and media development, Alan Wurtzel’s comments in Adweek sister publication Mediaweek a couple of weeks ago, a much larger issue surfaced.

Once again, it appears our industry is battling over a new development in measuring audiences, rather than working together to find a solution that does what the technology and research is supposed to do—advance the advertiser’s ability to value the worth of their investment on nationally broadcast advertising.



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