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At its TV conference in New York this morning, the Association of National Advertisers said it is testing the feasibility of so-called brand-specific ratings with The Nielsen company.
Three years ago, the industry agreed to use a new Nielsen rating system that measures average commercial minutes as the basis for buying national TV ads.
That system replaced a decades-old process that measured viewing to shows, not spots.
Since that time however, the ANA has been pressing for a more precise metric—ratings for individual spots, which the organization insists are what most advertisers really care about.
The
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