Television, hands down, is still the best screen for brand building, viewership and other data show—despite the proliferation of media and entertainment options. But, as television evolves with digital, “gaps in knowledge about how to measure effectiveness are undermining advertisers’ confidence in the medium,” Artie Bulgrin warns, as he underscores the importance of standardized, cross-platform measures.
“The rapid increase in new platforms and modes of viewing has complicated the medium of television in three areas,” Bulgrin observed:
Among Bulgrin’s takeaways:
Artie Bulgrin is EVP, Insights and Strategy at MediaScience, Inc., a consumer neuroscience-focused research firm. Previously, he served as SVP, Global Research and Analytics at ESPN, for 21 years, and also held positions at ABC-TV and Nielsen Media Research, where he started his career in 1981. A recipient of the Advertising Research Foundation (ARF) Lifetime Achievement award, Bulgrin is a former chairman of both the ARF and Media Ratings Council.