Ad Age Video Report

Local TV Broadcasters Chided for Media Measurement Quality

Group M CEO Irwin Gotlieb Calls System One of Industry's Worst

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NEW YORK (AdAge.com) -- In remarks to last week's Television Bureau of Advertising's Annual Marketing Conference, Irwin Gotlieb chided local broadcasters for the poor quality of their media measurement systems.

"The bad news," said the global CEO of Group M, the umbrella unit that oversees WPP Group's four media-buying networks, "is we still have in local broadcasting one of the worst media measurement (systems) that exists in the business. The fact that we have two-thirds-plus of our markets still on diaries is just unacceptable."

Speaking to the April 12 gathering in Jacob Javits Convention Center, Mr. Gotlieb noted "local broadcast is competing with digital media. Local broadcast will itself be digital media in only a few short years. And yet, we're still dealing with diary measurement? It just doesn't belong there."

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