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At its TV conference in New York on Thursday, the Association of National Advertisers said it is testing the feasibility of so-called brand-specific ratings with the Nielsen Co.
Three years ago, the industry agreed to use a new Nielsen ratings system that measures average commercial minutes as the basis for buying national TV ads. That system replaced a decades-old process that measured viewing for 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 care about most.
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