ITV ratings are not a commodity product

Abstract:

The historic perception that too much “wastage” is generated on TV and the recent increase in fragmentation of viewing, were beginning to have deleterious effects on UK television advertising and the major commercial channel, ITV, in particular. We were asked by our sales team to produce evidence that there was a differentiation in the quality of ratings delivered both within and across channels. Three areas of our work programme are described below. All the information is derived from analysis of the current UK audience measurement system (BARB).

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