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Procter & Gamble Agrees To Use TiVo Research To Measure Marketing's Impact On Sales

October 31, 2013: 12:00 AM EST
Procter & Gamble agreed to use TiVo Research and Analytics and comScore for measuring the effectiveness of the consumer goods company’s cross media campaign. Covering P&G’s media spending for TV in the United States, the deal will match the company’s media exposure with actual purchasing decisions of households. P&G sees the single-source data deal as a more accurate means of measuring the impact of advertising on sales.
Jon Lafayette , "P&G To Use TiVo Research To Measure Cross-Platform", Multi Channel , October 31, 2013, © NewBay Media, LLC
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