Investigation shows CIA is not in wrong

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Your report, ISBA slams ad survey by CIA arm (MW October 4), might just be accused of being a little intemperate.

I gave my presentation in the context of my experience in the new media area – fortunately for our clients I do not buy airtime! I used our Sensor research merely to illustrate that the commercial break was no longer the secure home for advertisers that it once was.

The research in question, which suggested that longer breaks and more ads were not welcomed by viewers, is hardly the surprise of 1996. Viewers, it seems, prefer the programmes. Their use of remote controls to switch channels during breaks would support this view.

Our purpose is solely to encourage our clients to maximise their budgets by looking into alternative uses of commercial television, that may help them develop their brands and businesses. No client has ever questioned our support.

In conclusion, John Hooper clearly admits that he is wrong; he bought the drinks the following day although I suppose he may just have been more polite than I!

Robert Norman

Managing director

CIA Interactive

London SE1

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