What TV metrics the buyers want; Ad Age asks top buyers what they need to track what consumers buy.(The Upfront)

Advertising Age,  May, 2008  by Steinberg, Brian

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Byline: BRIAN STEINBERG

The tv marketplace has changed dramatically in the past two years, but the people who plunk down marketers' dollars expect more transformation ahead.

During last year's upfront sales period, many cable and broadcast networks put in place a new ratings currency, C3, that reflects viewership of commercial breaks-not the programs they interrupt. It's all part of how increased usage of the web is pressing vendors of traditional media to become more accountable and more efficient. If a consumer-products giant can get a good sense of how many and what sorts of ...

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