CBS, Time Warner Tap Data to Win Back Digital Dollars

Financial Times: Media groups are stepping up their efforts to make television advertising work more like data-driven digital campaigns, in an attempt to stem the shift of marketing dollars away from broadcast and cable networks. Media owners including Scripps, CBS and Time Warner’s Turner division have been working to tap data on viewing patterns from set-top boxes. They aim to connect it with information from thousands of retailers about consumers’ buying habits, to identify specific shows where advertisers can reach the most receptive audiences.