RT Journal Article
SR Electronic
T1 Television Optimizers: Did They Change the Way We Do Business?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 27
OP 33
DO 10.1017/S0021849905050051
VO 45
IS 1
A1 Andrew Green
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/1/27.abstract
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.