Media buyer Starcom and Twentieth Television said they made a deal that is based on measuring the ratings for commercials on the day they appear in syndicated programming, rather than the weekly average.

Starcom said most syndicated ad deals look at the weekly average rating to calculate viewership of a show and its commercials. The new deal looks at commercial ratings on the specific date an ad appears. The agency believes this will provide a more accurate picture of the audience that viewed that commercial.

“We have always been confident that a more precise look at the value of syndicated TV advertising would reaffirm what we’ve always known—that our programming gives marketers strong reach and dependability across demos that help marketers achieve their objectives,” said Bob Cook, president and chief operating officer of Twentieth Television. “Twentieth is glad to help Starcom evolve the syndicated market into a more accountable option for advertisers.”

“At Starcom, we constantly strive to increase accountability across all of our clients’ investments, and this deal represents a significant step in that direction for the syndication marketplace,” said Chris Boothe, president and chief activation officer at Starcom USA.