PT  - JOURNAL ARTICLE
AU  - Andrew Green
TI  - Television Optimizers: Did They Change the Way We Do Business?
AID  - 10.1017/S0021849905050051
DP  - 2005 Mar 01
TA  - Journal of Advertising Research
PG  - 27--33
VI  - 45
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/45/1/27.short
4100  - http://www.journalofadvertisingresearch.com/content/45/1/27.full
SO  - J Advert Res2005 Mar 01; 45
AB  - Procter & Gamble's 1997 Agency of Record pitch spurred agencies to develop new tools for analyzing television audience data and to schedule advertising. In this article, Andrew Green argues that there is only limited evidence that the new tools took hold in the market.