Nets, Media Agencies Anticipate Ad Ratings

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The broadcast networks and media agencies are eager to begin evaluating the commercial ratings data that Nielsen Media Research plans to supply on a daily basis beginning this November, with hopes that it could become the currency used to buy and sell advertising for the 2007-08 season.

“I believe it’s possible [to use commercial ratings in next year’s upfront],” said David Poltrack, CBS’ evp and chief research officer. “We know the advertisers want to use commercial ratings rather than program ratings.

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