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| Bob Pittman |
Clear Channel CEO Bob Pittman suggested Tuesday that the media industry needs improved measurement across broadcast and digital properties and better marketing-mix models to “reflect true consumer behavior.”
“The best way to prepare for the future is by listening to the consumers,” Pittman said in a speech at the ARF conference in New York .
According to Media Daily News, one long-held belief, he said, is “convenience is king.” Even if a product is inferior -- cell phones vs. landlines, microwaves to ovens -- ease can conquer consumers. “We have to stay on top of that,” he said.
Another trend to monitor, he said, is Americans increasingly leaving the home -- opening opportunities for mobile media consumption. He said 61% of usage of Clear Channel’s iHeartRadio app is via mobile devices.
