The Secret Society may not be so secret anymore since Steve Lanzano, President and CEO of the TVB gave it a shout out at the recent TVB Advertising Week event. But some mystery still remains: The latest Secret Society meeting at the Turner offices in NYC was held in a non-descript conference room behind an unmarked door. It included presentations from Viacom, Hulu, NBCU and Turner, collected around a theme of data, audience targeting, addressability and branding. “Consumer choices are changing,” stated Mitch Oscar, Director, Advanced Television at USIM. “1975 was the first year that broadcast networks guaranteed age and gender in the Upfronts. Prior, it was household guarantees. Now we look at households with people of a specific age, gender and behavioral characteristics.”
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