CAB Launches Commission on Commercial Ratings

May 4, 2007  •  Post A Comment

The Cabletelevision Advertising Bureau said it has created a new commission to look at issues involved in processing commercial ratings for the TV industry.
The CAB is aiming for representation of all industry segments. It said representatives from top media agencies, the Association of National Advertisers, Nielsen Media Research, Donovan Data and the Media Rating Council have said they intend to participate.
Representatives from the broadcast networks are being asked to join, along with executives from the American Association of Advertising Agencies and the Syndicated Network Television Association.
The broadcast networks initially asked Nielsen to develop commercial ratings last year. The broadcasters are largely seen as holding onto a higher proportion of their viewers than cable during commercial viewing, so they expect to gain an advantage if the new ratings are used to buy and sell ads. Nielsen also has had a number of technical problems in computing accurate commercial ratings for cable networks.
“As yet, the current commercial ratings data has not been audited. Further, without the adaptation of common standards, the enormity of data could overwhelm existing systems and in doing so offset any advantages found in what many believe could be a more accurate measurement system,” said Sean Cunningham, CAB President and CEO. “The commission will help address these challenges, ultimately aiding in the development of critical early-stage standards that will keep the commercial rating initiative moving forward.”
The CAB said the following have agreed to participate: Marc Goldstein of Group M, Andy Donchin of Carat, Judy Vogel of PHD, Robert Liodice of the ANA, Michael Donovan of Donovan Data Systems, Sara Erichson of Nielsen Media Research, George Ivey of the Media Rating Council and Steve Sternberg of Magna Global.
Cable sales execs planning to serve on the commission include David Cassaro of Comcast Network Sales, Lynn Picard of Lifetime and Mel Berning of A&E Television Networks.
(Editor: Horowitz)

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