NEWS11 February 2013
US — Media measurement agencies have lined up to pitch the Association of National Advertisers (ANA) as the trade body continues to press for a system of true commercial ratings.
The ANA wants ratings data showing how man people watched a single advert, rather than the average of commercial minutes as currently reported by Nielsen.
It’s something the industry has been pushing for since 2004, according to MediaPost. But late last month the ANA convened a summit which saw presentations from six research companies – Rentrak, TRA, Simulmedia, Precision Demand, Invidi Technologies and Nielsen – who outlined their solutions to the challenge.
ComScore and Kantar have also expressed interest in sharing their work with the ANA, and the organisation plans to schedule a webinar to hear from the companies.
Reporting back from the meeting, the ANA said: “There was consensus that television remains the most powerful medium ever created. And there was discussion that commercial ratings could help marketers improve the ROI of their television investments which could fuel more spending into TV. Further, there was the perspective that the increased ROI from commercial ratings could help make television more affordable for smaller brands.”
Nielsen, being the currency ratings provider in the US, “has followed up since the summit to confirm that they will be meeting with their clients over the next month to continue the discussion around brand-specific commercial ratings and garner feedback”, the ANA said. “They intend to reconnect in March to review what they learn and discuss a plan of action.”