The use of ad effectiveness measurements to buy and sell spots on the networks is one of the biggest trends in the TV ad industry. Lois Miller, President of Nielsen IAG Automotive, explained this new advertising “currency” to the Nielsen Wire, and why it’s become an important tool for marketers in the auto industry.
Q: An article in the latest BusinessWeek explains how program engagement and advertising effectiveness measurements are changing the way companies place their ads. How is Nielsen helping to change the game of TV advertising?
Lois Miller: Nielsen’s TV …