Working Paper

“Is it time to switch to ad-level audience measurement to price TV commercials?”

Author(s)

Lakshman Krishnamurthi

Jung Youn Lee

Purushottam Papatla

Joonhyuk Yang

Date Published: 2021
Citations: Krishnamurthi, Lakshman, Jung Youn Lee, Purushottam Papatla, Joonhyuk Yang. 2021. “Is it time to switch to ad-level audience measurement to price TV commercials?”.