Which Networks' Data Platforms Do Media Buyers Actually Like?

NBCUniversal, Turner and Viacom are the strongest bets

Data dominated this year's upfront presentations, as each network claimed it had the best data platform to help advertisers and media buyers enhance TV buys. Now that upfront business has finally wrapped, we asked several buyers to anonymously review the networks' individual data offerings and separate the contenders from the pretenders. Their conclusions: