Networks to marketers: Timeshifters count, too

11/17/2005 | Advertising Age (tiered subscription model)

Research executives from the heads of the six national networks made the case for charging advertisers for spots seen by time-shifting viewers. At a presentation yesterday at New York's Rockefeller Center, David Poltrack, EVP for research and planning for CBS and UPN, said, "No matter how much you discount those new viewers coming in through DVR viewing, there will be an increase -- not a decrease -- in real advertising impressions."

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