Is data ever going to change the way TV inventory is handled?

“Data is going to begin changing the way some television advertising is purchased or managed — finally — and “tune-in” is quite likely to be first in line. It certainly won’t happen overnight, but the multiples involved are clearly too great to be ignored. 2% improvements won’t move markets, but 20% or 2X improvements will. This is going to have a lot of impact in TV measurements, metrics, processes and, very likely, business models. It will certainly be disruptive to many of the incumbents — and will also present many of them with extraordinary new opportunities — but it will certainly be crazy getting there.”

MediaPost Publications Analyzing TV ‘On-Air’ Promos With Online Ad Metrics 10/08/2009

Dave Morgan of Tacoda fame is getting his hands dirty with TV data (with this new startup) and explains why he’s onto it.