Hasta La Creative!

TV ratings have been the gospel for the broadcasting and ad industries for nearly 60 years. They are the yardstick by which our business has determined success or failure; the reason why "Studio 60 on the Sunset Strip" was canceled, why Fox loves Simon Cowell and why the Super Bowl continues to be the most important TV event every year. But as we begin to turn our attention to this year's upfront, the question we're asking is, Do TV ratings still stand up as a reliable and usable measure that advertisers, agencies and broadcasters need to make the right investment decisions?