Mark Ritson: Comparing TV audiences to digital views is utter nonsense

In recent weeks it’s been hard to avoid the digital versus TV war that looks set to dominate marketing. At the start of May, YouTube CEO Susan Wojcicki fired first when she told advertisers that YouTube was now reaching “more 18 to 49 year-olds during prime time than the top 10 US TV shows combined”. A day later Joan Gillman, Time Warner’s COO, hit back with the results of a study showing that if YouTube were a TV show it would rank 354th in the nation for