From Media Daily News:
[P&G head A.G. Lafley siad the packaged goods giant is] reallocating investments from parts of the communication plan that aren’t working as hard for [them] to parts of the communication plan that are working harder. Lafley offered no details, but P&G is said to be reducing television spending in favor of Internet and direct marketing initiatives.
It’s not about measuring the media folks or counting the heads in the audience.
It’s about measuring the results and proving that every element in the media plan, radio included, works.