Commercial Ratings Flub Extends DVR Debate

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

Back in June, when Nielsen said it would begin issuing commercial ratings for TV this fall, many in the industry assumed the data would be available for use as currency during the 2007 upfront market. Now, however, those expectations appear wildly optimistic—at least for cable networks and syndicated shows—as it becomes obvious that Nielsen will be unable to fix the flaws in how it measures such outlets before next year.

That lack of a new currency will likely trigger another major battle between buyers and sellers leading into next year’s upfront over how to value DVR viewing—an issue that was supposed to be settled with the introduction of the commercial ratings.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in