"Perhaps we've not been vocal enough" - why the TV industry undercounts over the air viewers - and maybe overstates cord-cutting
- Author
- OpenAP, Mike Shields
- Published
- Tue 30 Aug 2022
- Episode Link
- https://next-in-media.simplecast.com/episodes/perhaps-weve-not-been-vocal-enough-why-the-tv-industry-undercounts-over-the-air-viewers-and-maybe-overstates-cord-cutting-tQWQ0jJR
Next in Marketing spoke with Radha Subramanyam, President and Chief Research and Analytics Officer, CBS about the importance of data fidelity in TV research, and why neither census-based or panel based solutions have all the answers. For example, Subramanyam talked about how existing methodologies may be undercounting HIspanic American audiences and other demographics that still access TV over the air - while overstating just how many households are streaming first.
Guest: Radha Subramanyam
Host: Mike Shields
