Brian Steinberg-Senior show audience Brian Steinberg-Senior

NBCU Recruits Big Advertisers, Media Buyers to Vet New Audience Measures

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variety.com

Brian Steinberg Senior TV EditorNBCUniversal is on a quest to find something often believed elusive: a new system of measuring TV audiences who don’t always use traditional television to watch their favorite shows.

Rather than go it alone, the company is bringing together a group of allies.Target, Ford Motor, Citigroup, Pfizer, L’Oreal, Volkswagen and Wayfair are among the entities that have joined a new forum that NBCU expects to brief regularly as it explores new measurement technologies and concepts from more than 80 different companies.

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