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Jack Myers On the Road

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Spike returned to the scene of its last upfront showcase almost a decade ago to make three points. First, the era of programming for men only is over. With "The Ones to Watch" the new tag line, offering content that encourages female (and in some situations, family) viewing is the mandate. "We are reaching out to passionate men and women, a group we call the drivers," explained Spike president Kevin Kay. Second and third, the content ahead will take an ambitious leap, in part by involving top celebrities in some fashion, and by making time for scripted series.

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TRA/comScore and TRA/Datalogix are doing studies regularly now where instead of 2500-3000 homes, they have actual direct match, no-fusion data on TV, digital and CPG purchases on the same homes, always increasing and currently at over 1,000,000. These studies are also now matched regularly to GPS any-kind-of-store/theater visits for a very large proportion of the total sample. This is only one example of the ways in which much smaller companies are regularly embarrassing Nielsen at present. Colleen Fahey Rush, CRO of Viacom and a major figure in the ARF/CIMM world of change agents within the leadership of the media community, has an adaptive strategy of using other suppliers along with Nielsen.

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