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You want TV viewing figures that are dependable and up to date. In a pitch, or in pre- or post-campaign analysis, you'll be evaluating the performance of your own brands and the competition, in terms of delivery, coverage and more. You'll be looking at programmes, breaks, channels and time bands, and if your client wants to get into sponsorship, you'll be analysing bumpers too.
With live minute-by-minute viewing reported the morning after transmission, you have the tools you need.