But to accomplish this, AgustaWestland has had to push its research horizon out to 2020.

ECONOMIST: INNOVATION

"Advertisers pay a premium for younger viewers, " say Brad Adgate head of research at Horizon Media.

FORBES: Magazine Article

Brad Adgate, research director at Horizon Media, a New York-based ad buying agency agrees: "The show has to be good, " he says.

FORBES: A Buzzworthy CBS

"There's no question he has a good track record for putting on quality shows, " says Horizon Media Research Director Brad Adgate.

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"Advertisers like him, " says Horizon Media Research Director Brad Adgate.

FORBES: Magazine Article

But Horizon Media Research Director Brad Adgate is more optimistic.

FORBES: NBC Plays It Safe--And Stupid?

"When you have an event that draws in that many viewers, it gives advertisers the opportunity to reposition a brand or launch a new product, " says Brad Adgate, Horizon Media research director, of the show's cachet.

FORBES: Magazine Article

For corporations in global competition, it is unlikely that a research investment with a 15 or 20 year horizon will result in a return for that specific organization.

FORBES: Why The Government Needs To Invest In Innovation

The paper - published by the Commission in February 2011 and known as "Horizon 2020" - sets out ways to give research and innovation priority in the EU's future funding guidelines, known as the Multi-annual Financial Framework (MFF).

BBC: MEPs welcome Commission paper on research funding

Research showed that most phones are answered within 10 seconds, so for Over The Horizon, the two-second is repeated and variated several different ways.

ENGADGET: Peek inside Samsung's sound lab to see ringtones being born