CBS’s Poltrack Next Upfront to Be Stronger

Dec 6, 2006  •  Post A Comment

CBS Corp.’s chief research executive, David Poltrack, said network television revenue probably will climb 3 percent and that the 2007-2008 upfront will be strong due to a change in how audiences are measured, AdAge reported Monday.

The upfront television advertising market will stabilize as buyers and seller shift to measuring the audiences for commercials away from measuring the audiences for shows, AdAge reported Mr. Poltrack as saying.

Mr. Poltrack said he had faith Nielsen Media Research’s ability to track commercial minutes actually viewed by consumers as opposed to those skipped by viewers who use digital video recorders, AdAge said.

Discussions on the audience measurements suggest Nielsen may provide data for live-only viewing, live-plus-same-day playback, live-plus-seven-day playback and possibly live-plus-three-day or four-day playback, AdAge said.