In the newest installment of Comscore’s “Advancing Toward a Common TV Measurement Currency” leadership series, Carat’s SVP and Group Director of local media activation discusses the prominence of local TV during the pandemic, the need to go beyond age and gender demographic information and the necessity of true cross-platform standardized measurement.
Local news outlets this year have shown their power to reach viewers during times of crisis, as people seek information about that has the biggest effect on their regions. That’s especially true during the pandemic, as various cities and states implement differing policies to halt the spread of COVID-19 based on the most immediate circumstances.
This video is part of Advancing Toward a Common TV Measurement Currency, a Beet.TV leadership series presented by Comscore. For more videos from the series, please visit this page.
Read our ongoing updates on shifting consumption trends and the resulting impact on the advertising and media industries on comscore.com/Coronavirus.
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