The most well-known aspect of the problem referred to in the headline is consumer inattention to advertising. Erwin Ephron in 2004 wrote a blogpost called "Media Malpractice" in which he reported on the topic, "Why our traditional approach to measuring media no longer tells advertisers what they need to know." In it, he described methods for adjusting audience estimates to reflect not just "Opportunities to See" (OTS) but to estimate "Likely Saw" which, he argued, would change the media bought and result in improved effect.
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