NBC exec calls for media cooperation on research

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New York—The media industry needs to work cooperatively to provide advertisers with effective research, Randy Falco, president-COO of NBC Universal Television Group, said Monday in his keynote address at the 52nd Annual Advertising Research Foundation Convention & Expo here.

“Let’s work together to design and measure new advertising strategies,” Falco said.

Noting the changes in media consumption and the rise in online spending, Falco insisted that “broadcast television remains incredibly powerful” as an advertising medium and that “network TV will continue to play a role in mass media as technology evolves.”

In a panel discussion following the keynote, David Cohen, exec VP at Universal McCann Interactive, said the mass market reach of the Internet is as powerful as TV. “In a single day, we can far surpass the reach of an entire week of TV,” he said. “The Internet can do a very good job of generating mass reach. There is no medium better suited for the quick dissemination of information.”

—Carol Krol

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