In the first public exposure of its landmark study, presented at the Advertising Research Foundation (ARF) annual conference, CBS reveals a Cross-Media Receptivity Model that holds great promise for helping advertisers optimize their media buys within and across all media starting today.
The Media Receptivity Landscape is a segmentation of consumers with regard to their media consumption preferences (Segments, Need States, and Media Content Palates) based on Nielsen TV, Online, Nielsen IAG and Nielsen Catalina information.
By mapping Advertisers’ core prospects defined by attitudinal and behavioral demand, not just demographics, learn how the efficiency and effectiveness of advertising can be enhanced immediately.
David Poltrack – Chief Research Officer, CBS Corporation
Kevin Bowen – Principal, The Cambridge Group