• by David Goetzl  @dgoetzl, May 2, 2007

At least part of this pre-upfront season is turning into a "who's in/who's out" referendum on which networks are willing to do deals based on commercial ratings this spring. It looks like A&E's ad sales chief Mel Berning is on the fence, but harboring a greater interest in employing them a year from now.

"No, we don't want to run away from commercial ratings," Berning said Tuesday at A&E Television Networks' upfront event. "To the contrary."

While saying the network has invested in detailed Nielsen research and IAG data, he suggested that time is needed to "cut through the chaos we're all dealing with now" as the new ratings are unveiled.

"We want to look further down the road than just this upfront," Berning said, "... and lay out a clear plan to transition to commercial ratings that doesn't disrupt your business, our business or your clients' business."

Berning's words to buyers were in line with many cable sellers who--unlike their broadcast counterparts--have expressed some reluctance about conducting a flood of upfront deals based on the new commercial ratings data, largely due to questions regarding accuracy. Some leading buyers concur, although others are lobbying for it, partly because of client pressure for a more precise metric about how their ads are performing.

In his remarks, Berning referenced a new e-biz platform from Donovan Data Systems that allowed A&E to successfully execute a media buy, allowing for adjustments with Universal McCann recently--and added that "we're rolling it out in the new season."

AETN is launching a new "online ad sales resource center" with a "targeting toolbox" that promises to offer buyers eight research sources--"including Nielsen, Mendelson, JD Power and Equa-trends in one easy-to-use application."

In addition, AETN has new research that will alter the "perception of the History Channel consumer": a study where researchers lived a day in the homes of fans of the network, and derived insight into which consumer products they used and AETN content they interacted with.

And like many networks, Berning said AETN is committed to finding new ways to retain viewers during commercial breaks.