NAB report on the Future of TV and Levy Proposal - Audience Measurement

Audience measurement plays an important role for advertisers and broadcasters. Firstly, it helps to provide broadcasters with information relating to the viewing patterns of customers, and as a result informs decisions on programmes, scheduling advertising rates. Secondly, it allows advertisers to understand viewing patterns allowing informed decisions to be made on where to place advertisements to reach the correct target audience at the lowest cost.

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