• Mediaweek, Tuesday, March 13, 2007 11:15 AM

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 pull or fix weak commercials, while beefing up strong ones.

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