Turner Broadcasting Subscribes To Agency 'Booking' Database

In a move that will give it greater visibility into the shares of ad dollars that agencies spend across media, Turner Broadcasting System has signed on to license actual agency “booking” data from Standard Media Index. Turner is the second major cable networks group to subscribe to the data, following A&E Networks, which began using SMI’s data in April.

To date, no major broadcast network has announced a deal with SMI, which compiles data on actual media buys processed through agency accounting and media-buying processing systems for four of Madison Avenue’s big agency holding companies -- Aegis (Dentsu), Havas, Interpublic and Publicis -- although SMI says at least one major undisclosed “broadcaster/cable operator” is also licensing the data.

Digital media sales organizations, including Brightroll, Adap.TV, Fidelity and Millennium, also subscribe to the data.



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