Media buying and planning agency Starcom USA and Twentieth Television have announced an advertising agreement in which Starcom clients will use only day/date-specific ratings.
Both Starcom and Twentieth Television said it is the first time in syndicated television that such a measurement is being used in advertising deals.
They said the standard in the syndicated television market has been for deals to incorporate ratings data that reflect average viewing across an entire week in which a program airs in various markets. This new deal will have ad buys for advertisers based on ratings for a show on a specific day that the ad runs in the particular show. The measurement will give a more accurate picture of the audience that saw a specific commercial.
Among the Twentieth Television shows involved in the deal are Morning Show with Mike and Juliet, Malcolm in the Middle and House of Payne.