Nielsen Announces Minute By Minute Ratings

In a welcome, long overdue and revolutionary move, Nielsen has announced it will provide, beginning October 2005, minute by minute respondent level viewing data flagged with minutes including a commercial.

Conceivably, this will now allow for rating viewership of television commercials instead of their containing program. Media buyers will now be able to base program selection on a given program's ability to deliver high ratings for the commercials it contains.

One issue we haven't seen raised, though perhaps minor, is how a minute rating will be attributed to the potentially two :30's that appear within that measured minute. Is it fair to assume two :30's receive the same rating? It's a step in the right direction but a far cry from the desired method of "tagging" every commercial with a unique ID as web ads are to arrive at a "real" delivery number and not one based on a projectable base.

by Steve Hall    Sep-28-04   Click to Comment   
  

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



Comments







Stanton Optical


Featured FREE Resource: