Contrary to perception, most moviegoers don't really mind seeing commercials before the feature -- and some actually enjoy them. At least that's what a new study from Arbitron claims, finding that 63% of folks at the movies have no problems with ads. One reason: Improved quality over the static flip-card ads. Roughly three years ago, theater chains began installing new equipment to screen digitally transmitted animated ads, opening the way for better technical quality and engaging content. Initial reaction was negative; some moviegoers even filing lawsuits claiming they were defrauded because the new commercial formats meant the main …

Levon Helm, former drummer for The Band, has sued BBDO Worldwide over the use of the band's song "The Weight," in a television commercial. In the lawsuit, filed in New York, Helm wants information about the agency's profits from the Cingular spot. He also wants financial compensation for the use of his performance. Helm's attorney, Michael Pinsky, says state law prohibits the use of a celebrity's voice or likeness for profit without his prior written permission. He adds that Helm got a royalty from the commercial, but doesn't feel it was enough. Helm took home one-fifth of half …

Kraft will move the creative portion of its Miracle Whip account to DDB Chicago from JWT. While spending is not much -- Miracle Whip was supported by only $15 million last year -- the move is significant for DDB, which for the first time gets on the roster of the country's largest food company. And there is also the potential for more spending, as Kraft plans to boost advertising across its brand portfolio. Kraft's agency list had long been dominated by JWT, a unit of WPP Group, and Interpublic's DraftFCB. And any piece of its business is a …

USA Network has closed yet another week as cable's most-watched channel,averaging 2.67 million viewers in prime time for the week ended March 11 and sweeping the demos, including adults 18-49, adults 25-54 and adults 18-34. It also had the two most-watched programs on cable, averaging 6.15 million viewers with the second half of its "WWE Raw," while 5.26 million tuned in for one of the Monday night versions. So far this year, USA has won all but one week in prime, trailing only TNT for Feb. 18, which featured the NBA All-Star Game. Disney was second behind USA, while …

Google's effort to help small and medium-size advertisers buy media like newspaper space and radio spots appears to be a success. And while that may be no surprise, oddly enough, the newspaper and radio folks aren't the least bit spooked. Indeed, Google may have finally built what years of complaining by media-buying agencies couldn't: a viable, scalable, e-business approach to buying local media. And if early trends hold, Google may yet prove itself in the biggest ad market it hasn't touched: television. TV executives are watching the trials for signs of success before they let Google in for …

The Association of National Advertisers wants the TV industry to offer brand-specific commercial ratings to boost media accountability. "The ANA strongly encourages U.S. advertisers, the media, agencies and research companies to work collaboratively to make brand-specific commercial ratings a reality," says Bob Liodice, president and CEO of ANA. "Brand-specific commercial ratings will not only help marketers make better decisions, they are an invaluable tool for overall campaign management and accountability," Liodice says. He adds that while the industry is moving toward commercial ratings, average commercial minute ratings alone won't cut it. Instead, brand-specific commercial ratings will let marketers …

The Federal Communications Commission has proposed a bevy of hefty fines for TV stations it says violated children's television advertising limits and reporting requirements. The FCC wants to hit six stations for a total of $65,000 and admonish a seventh for violating public filing and commercial limit rules. The decisions come just days before FCC commissioners are slated to appear before the House Telecommunications Subcommittee for an oversight hearing. The biggest single levy is for $17,500, laid on KGWB-TV Burlington, Iowa, for violating limits on commercials in kids TV shows. The station aired an image of a Quack Pack …

It could be a rough year for some ad and PR firms as more than half of their clients could switch agencies in 2007, if data from the Chief Marketing Officer Council is correct. In a new study, CMOC found that 54 percent of the 350 top marketers surveyed plan to drop one of their agencies this year. That comes after 2006, when two-thirds of the marketers dumped agencies, which the group says is due to increasing pressure to show results from publicity campaigns. "What we're seeing here is a reflection of the overall pressure that senior marketers …

Former pro basketball player John Amaechi is the latest member of a small group of openly gay athletes to snare an endorsement deal. The first NBA player to openly acknowledge he is gay, Amaechi was just named a spokesman for HeadBlade, a company that specializes in products for men who shave their heads. "I think it's fantastic that HeadBlade has approached me to endorse the brand," Amaechi says. "Whether you're black, white, straight or gay, a shaved head is a shaved head, and it requires specialized maintenance." HeadBlade does not disclose how long the contract will last or …

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 …