The American Association of Advertising Agencies' Media Policy Committee plans to issue a position on the use of Nielsen's "live" and playback ratings during its annual Media Conference and Trade Show
in New Orleans March 1-3, newsletter
Television Business Report said in Friday's edition. The AAAA position is in response to ABC sales chief Mike Shaw's proclamation that ABC will not do
business with agencies and advertisers demanding "live" only ratings guarantees in its upfront deals. Several big ad agencies including Magna Global USA, Carat, and Mediaedge:cia, have taken public
positions in favor of "live" only ratings deals.