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Date published: 17th April 2012 PDF

OPINION: You need your head read

“You need your head read.” Could this be the catch cry of tomorrow’s television planner and buyer? Without doubt, we have entered a new dimension of broadcast media where a multi-channel environment throws up a challenge to the traditional television currency of ‘big ratings’.

In the future, ratings won’t matter. Well, not solely. Instead, we will want to get inside the mind of the viewer to understand the effect of advertising.

All this seems plausible, except the future is here…