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Four A’s Calls for Disclosure of Commercial Ratings Data

Mar 2, 2006  •  Post A Comment

Jean Pool, chairman of the American Association of Advertising Agencies Media Policy Committee, called Thursday for traditional media to fully disclose measurement research, including commercial ratings in addition to program ratings.

“Traditional media has had commercial ratings data for years and years. They must share the data or be seen trying to hide a dirty little secret,” Ms. Pool said, speaking at the Four A’s 13th annual media conference.

Last year the association released its own study showing mostly small differences between program ratings and commercial ratings. “They shouldn’t be afraid of the truth. In fact, the truth will set them free of the notion that traditional media are not the best investment,” she said.