NEWS11 February 2013

Agencies pitch ANA on TV commercial ratings options

North America

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.”

@RESEARCH LIVE

1 Comment

8 years ago

The ANA members need to be careful as they may get what they wish for, and not like it. Take the following highly possible scenario. A programme averages 5 million viewers (including playback). The broadcaster has a CPM of $40 so an 'All People' spot costs $200k. This is then discounted for the target audience - e.g. P2554 may be 40% of the population so the spot costs $80k. That is roughly the current model. The broadcaster is now being asked to 'guarantee' ratings for content they don't control i.e. the ad. So let's say that the programme was doing 5.1 million people but the ad-break averaged 4.8 million people. Are the broadcasters expected to refund money because the ads lose audience? It's more likely to be the other way around. The broadcaster has spent millions of dollars to either commission or acquire the content and in a few seconds the ads can lose (say) 10% of that audience and they expect to pay less? All pigs to runway 1. And no, I do not work for a televsion broadcaster but I have been around TV ratings long enough to see some possible alternative outcomes!

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