Upfronts 2012: NBC’s Harbert calls for better measurement tools – latimes.com

NEW YORK — NBC Broadcasting Chairman Ted Harbert told advertisers Monday that as more viewers watch programs on platforms other than television, the industry needs to come up with a better measurement system.

NBC Broadcasting Chairman Ted Harbert”The gifts technology gives us also presents several challenges,” Harbert said during NBC’s presentation of its fall schedule to media buyers at Radio City Music Hall. “If we’re going to spend all this money on content, it has to be measured and monetized with a demonstrable return on investment for you folks paying the bills.”

via Upfronts 2012: NBC’s Harbert calls for better measurement tools – latimes.com.

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