Higher Expectations

Eric Frenchman writes a humorous piece about accountability, starting it out with some dialogue from a hypothetical marketing meeting that left me in stitches. Things have been this way for years. Even before the bubble burst, marketers and advertisers seemed to want to concentrate on why online advertising success metrics weren't 100% perfect before they dealt with the issue that TV, radio and print metrics weren't even in the same league. It looks like TV metrics will take a baby step forward with the introduction of commercial ratings, but much of that is still based on the bullshit methodologies that result in press releases about the average American watching over 30 hours of television per week.