CBS Expands Beyond Nielsen And Talks Behavioral Data

Read original story on: Variety

Backed with new data analysis from Nielsen Buyer Insights and Rentrak Polk Automotive, CBS is now claiming the top spot among TV networks across virtually all consumer product categories. While the broadcaster still insists on the necessity of traditional demographic-based ratings, it is very encouraging to see the usually conservative network recognizing the value in behavioral audience data as well.

In related news, CBS also announced that their OTT service CBS All Access now offers live TV streaming in over 60% of the US markets. As the TV landscape continues to fragment, and with better attribution tools now at their disposal, it is time for all advertisers and marketers to recognize the value of viewers based on how they behave in the marketplace, instead of merely their gender and age.