Hasta La Creative!

On the eve of Upfront Week, the annual ritual in which the broadcast nets walk advertisers through their fall schedules, CBS is prepping a sales pitch designed to demonstrate its superiority in reaching consumers of nearly every major product category.

Using data from Nielsen and Rentrak that effectively matches TV deliveries to purchasing behavior, CBS says it can show how ratings leaders like “The Big Bang Theory,” “NCIS” and “NCIS: New Orleans” reach more consumers of everything from luxury automobiles to Happy Meals than any series on ABC, NBC and Fox.

“We can now demonstrate to our clients how many consumers of their products and services watched a given show,” said CBS chief research officer Dave Poltrack. “The new analytics are really expanding the level of sophistication with which we can define the audience.”

Continue reading at AdAge.com