Ad Age has an article today about how MediaVest is working with a market research company to try to figure out how effective TV ads are.

This is they key part:

The partnership comes as the precise measurability of online advertising is putting TV under increasing pressure to show marketers a return on their investment, and as marketers are demanding more metrics to justify spending on TV.

It won’t make TV as accountable as online media but it’s a start. I guess.

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