Changes in TV advertising to be evident at upfront

February 20, 2007 The new value propositions and metrics marketers are embracing Google, Yahoo! and other points online are going to make this year's television upfront advertising market anything but routine as unrelenting reminder of the change that will one day grip TV advertising. Nielsen Co. and others are struggling to improve their techniques for measuring audiences for this medium at a time when television programming is extended to more digital platforms than ever before, and a click of a computer mouse can render a frighteningly detailed snapshot of a user. Surely with the help of trailblazers such as Apple iPod creator Steve Jobs and Microsoft co-founder Bill Gates, traditional media players eventually will find a way to retain the more than $60 billion advertisers spend annually on television by leveraging their branded networks not only across many new interactive media platforms but through a new interactive television-connected media hub that Apple, Microsoft and others plan to carve out of the average American living room beginning this year.

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