Robin Garfield CNN
Being able to count with Nielsen´s daily measurements has open many opportunities for CNN en Español.
According to Robin Garfield, SVP of Research and Scheduling for CNN, “there has always been data, but these new measurements provide many opportunities for the market. We are enabled to continue in a better way what our consumers are doing, we can understand better who they are and serve them with the advertising they want. We have the capability to follow a holistic strategy. We can be truly intelligent and give them the advertising they value or that has the biggest impact on those consumers”.
Garfield highlights that the first and most important is that by having daily data “we can see how our programs are performing and how our audience is seeing us. This is fantastic, and, on the other hand, we have the capability to show our advertisers what we can achieve in CNN en Español.”
“We have been able to evaluate the interest our coverage of the events in Venezuela has had on the audience. It has been fantastic,” she adds.
For the Upfront, they have focused on telling “our story to advertisers and agencies with the help of this data. The big difference is having these measurements,” she ended.
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