Nielsen to Furnish Ratings for Commercials

Jun 26, 2006  •  Post A Comment

Nielsen Media Research has agreed to provide the broadcast networks with a new stream of data showing the average ratings for the national commercials within a program. The data, which the networks requested several weeks ago, will be based on live viewing plus viewing delayed for up to seven days via digital video recorders. Speaking at a meeting of the Advertising Research Foundation last week in New York, David Poltrack, executive VP and chief research officer for CBS, said he expected the data-along with the current streams of program ratings-at the beginning of the 2006-07 season. But the new data would not be used during the current upfront or as currency until the 2007-08 season.

-Jon Lafayette

Studies to Weigh Effectiveness of VOD Ads

At the Advertising Research Foundation’s symposium last Tuesday in New York, Comcast Spotlight said it has struck a partnership with researcher Frank N. Magid Associates to conduct a series of research studies on the effectiveness of video-on-demand ads. Comcast has begun reaching out to marketers and intends to partner with several brands, said Andrew Ward, VP of strategic alliances for Comcast Spotlight. He expects the studies to begin in early July. The studies will augment existing industry metrics from companies such as Rentrak on viewership of VOD programs and ads with data on their qualitative impact, he said.

-Daisy Whitney

Granath Named National TV Academy Chairman

Herb Granath has been elected chairman of the New York-headquartered National Academy of Television Arts and Sciences. Mr. Granath, best known for his long career as an ABC, Disney and ESPN executive, succeeds Fox Television Stations Operations President Dennis Swanson in the position. Mr. Granath’s first move as chairman was to appoint three “chairman’s representatives” to the NATAS executive committee: Hubbard Broadcasting Corporate Affairs VP Harold Crump, Telemundo Group President Ibra Morales and Gannett Broadcasting President and CEO Craig Dubow.

-Michele Greppi

NATPE Schedules 2007 Mobile++ Conference

The National Association of Television Program Executives will host its third annual Mobile++ Conference Jan. 15, 2007, the day before the annual NATPE convention, at the Mandalay Bay Resort in Las Vegas. Mobile++, which focuses on issues related to providing TV and original content on mobile platforms, will be presented by content provider InfoSpace.

-Christopher Lisotta

Warner Bros. Clears ‘Men’ on Tribune Stations

Warner Bros. Domestic Television Distribution announced Thursday it has licensed the off-network syndication rights to its comedy “Two and a Half Men” to all Tribune Broadcasting stations for a fall 2007 launch. The cash-plus-barter deal includes a double weekday run for the first three years, and a weekend back-to-back hour of the show. In addition to the off-network broadcast rights, the Tribune stations will have the right to stream five episodes of the series each week on their Web sites free for viewers. The “Men” sale comes as the stream of available off-network comedies has become little more than a trickle. The only other major ratings performer available for 2007 is Twentieth Television’s “Family Guy.” Currently, no off-network comedies are expected to be available for fall 2008.

-Christopher Lisotta

OMD Increases Use of Engagement Metrics

Media agency OMD is ramping up the use of engagement metrics in making some of its program-buying decisions after completing research measured engagement across a variety of media using different definitions. The study’s findings could lead to the creation of a standard engagement currency that works across different media, the agency said Friday in a statement. The OMD study asked 2,000 people to look at 17 television programs, 13 magazine titles and eight Web sites and asked questions designed to determine how engaged they were with the media. In TV, there were big differences in engagement levels among the programs tested, with the best-performing show scoring 60 percent higher than the norm and the bottom performer 50 percent below the norm. The survey “confirms that engagement is an important metric and we should be including it,” said Sandra Eubank, OMD’s director of research.

-Jon Lafayette