PPM News: As radio undertakes electronic measurement, all of these same issues are going to eventually come to the foreftont in the radio marketplace. We are trying to understand the true impact of overall lower ratings for indiviudal stations and its impact on budgets and point levels. This is an interesting quote from the following AdAge story:
Commercial breaks generally rate at least 5% lower than program ratings, so that just takes inventory out of the marketplace. If there's the same demand chasing lower ratings, it could lead to higher pricing.
This is one of the better articles that we have seen about commercial ratings in Television. Use the link below to get to the full story at AdAge.com...
Feeling Lost? You're Not Alone.
Read the MediaWorks FAQ for Answers
NEW YORK (AdAge.com) -- Feeling lost amid all the talk about commercial ratings? You're not alone. Players on both sides of the table who buy and sell TV spots for a living cannot agree on the best way to determine how many people watch TV ads. One media buyer even told us he'd like to try to explain to us the complexities of moving from the longstanding program ratings to a commercial rating system but admitted it would probably be too boring. Still, it's an issue that's going to be with us for a while, and we want to help you get your head around it before November, when the new "average commercial minute per program" data from Nielsen Media Research come out and really get everyone confused. So let's start at the beginning.
Just what are commercial ratings?
In an ideal world, a commercial rating would be the precise number of viewers who saw a TV spot, whether it ran for one second or 10 seconds or 30 or 60. But Nielsen doesn't provide second-by-second ratings. [ AdAge - MediaWorks - Commercial Ratings Tutorial ]
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