Media Agency Pushes Nielsen On Ratings

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Mediaedge:cia executives want Nielsen Media Research to begin offering on a test basis this fall to all clients a cumulative rating per TV show for just commercials, with the hope that if the test goes smoothly, it could become the new currency on which ad buys are based beginning with the 2007-08 upfront.

Rino Scanzoni, chief investment officer at the media agency, and Lyle Schwartz, director of research and marketplace analysis, said in recent weeks they have been meeting with broadcast and cable network executives to try to develop a consensus for having Nielsen move forward on this.

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