• MediaPost, Monday, March 12, 2007 2:09 PM

AS NIELSEN PREPARES FOR THE rollout of new ratings data based on the audience of commercial minute averages in TV programs, a group of the nation's largest advertisers this morning made a push to move toward precise, "brand-specific" commercial ratings. The initiative, which is being driven the influential Television Advertising Committee of the Association of National Advertisers, is the latest volley in a hotly contested debate on the role of TV commercial ratings heading into this year's upfront advertising marketplace. In a white paper distributed to members this morning, the ANA committee makes the case that Nielsen's new average commercial minute ratings are not sufficient for many big TV advertisers as they confront new challenges to TV commercial exposure, and as they seek new ways to measure the effectiveness of their TV advertising outlays.

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