TV+web data could change media planning

As consumers' preferences move beyond the world of television, the media industry finds itself at the crossroads. Currently, broadcasters sell advertising inventory separately for television and online properties including websites, mobile applications, and video platforms such as YouTube.

With TAM Media Research Pvt Ltd and IMRB International rolling out TeleWeb data (see charts) which combines television and digital consumption pattern, it could be soon a thing of the past.

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