"I've never seen an upfront like this," says Alan Wurtzel, NBC Universal's president of research. "There are
many different metrics being bandied about." While ad time has long been based on live audience measurement of a show from Nielsen, the research firm is now offering a tally just of ad viewing -- and
that should be a big factor.
Mike Shaw, ABC's sales and marketing president, says he plans to use both, along with ratings of delayed viewing on digital video recorders: "We'll do all sorts of deals."