When the head of a major cable conglomerate calls ratings falloff "an important secular issue," it may be time to look for solutions outside traditional channels, and that's exactly what Viacom's ad sales team is doing. That remark, by the way, was made by Viacom president and CEO Philippe Dauman on the company's Q1 earnings call last week, and it's an important observation. Viewing habits are changing, and gross rating points are getting less and less desirable as network content flows through multiple, unmeasured channels.
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