#index-based

The Future of TV Ad Planning: Audience or Index-Based?

For decades, advertisers have relied on an index-based approach to determine audience concentration. This way, they can size up who’s consuming what content and figure out if it makes sense to advertise there. No one uses this method more than TV advertising planners.

An index worked pretty effectively when we had fewer choices of what to watch. But in just the last 30 years, the number of…