Ad buyers push for more info at upfronts

05/15/2007 | Wall Street Journal, The

Advertisers are looking for more information than ever on how viewers interact with TV commercials as they make plans to buy advertising time at this year's upfronts, despite the lack of an industry standard for measurement beyond the Nielsen rating. As Bill McOwen, executive vice president, director of media investment, at Havas' MPG, said: "It's the Wild West. Every deal will be different."

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