Nielsen is getting closer to providing brand-specific ratings, or ratings on a commercial-by-commercial basis, reports The New York Times Media Decoder blog.
Nielson said it will adopt a method of digitally coding commercials through a system called Ad-ID, which is administered by the Association of National Advertisers, the story says.
The system allows individual commercials to be tracked from the start to the end of their runs, the story says.
The chief of the ANA, Robert D. Liodice, called the endorsement "a critically important step." The ultimate goal is to provide advertisers with the type of ratings data TV networks receive for shows, to allow marketers to track what’s working or not working on television, the article points out.