Report to Include Broadcast, Cable and Syndication
There's good news and bad news in Nielsen Media Research's updated plan for releasing commercial-minute data. The good news is the measurement company has decided to include all parts of the TV universe in its average-commercial-minute product. The bad news is the data won't be available until after the broadcast upfront presentations in May.
The new, easy-to-use average-commercial-minute data file will be released for broadcast networks, cable and syndication on May 31. That decision alleviates some fears the data would be released in piecemeal fashion, with Nielsen clients having to wait for substantial issues to be cleared up for cable and syndication.
The timeline makes it almost certain that the average-commercial-minute product will not become the new industry currency during this upfront. Agencies generally need around three months to analyze data and make full-year projections. [ MORE ]
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