For years, advertisers and agencies have been crying about the lack of granular, 30-second commercial ratings. They sat by as networks charged them for program ratings, typically quantified in 15-minute increments, when in reality, they were being charged for 30-second increments of time that, even today, are not truly being measured. So, after decades of outcry, how has the industry proposed to solve the problem? Take the cookie, divide it into 15 pieces, and give it back. Voilà -- no more tears.