Convergent TV

Marketers Look to Online Buzz Before Betting on TV Hits

Social media is playing a big part in how ad dollars are spent

By Emma Bazilian

May 23, 2011

As marketers bet their ad dollars on which new shows will turn out to be big hits, they're turning away from traditional ratings methods and looking toward the impact of online buzz.

Emma Bazilian
@adweekemma emma.bazilian@adweek.com Emma Bazilian is Adweek's features editor.
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