David Poltrack, Chief Research Officer, CBS Corporation and President of CBS VISION, is on a mission to demonstrate the value of television in the cross-platform universe. For the past two years he has been concentrating on proving out the value of television for advertisers through its delivery of high reach, in an engaging environment, close to a purchase occasion. “We saw, after the recession, that advertisers were cutting back on their advertising budgets, moving money from one medium to another, seeking cheaper alternatives while foregoing reach, the foundation of advertising effectiveness,” Poltrack explains. “Our research told us that this strategy has been undermining the performance of television advertising for many advertisers so we developed new single source research programs to demonstrate how to harness the full effectiveness of TV.”
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