TV Stations Wary Of New Ratings Effort

By Andrew Gauthier 


Concerned that local TV broadcasting could be left out of an industry-wide effort to develop next-generation audience measurement from cable and satellite set-top box data, a group of TV station executives met Tuesday afternoon at NATPE to discuss how to keep that from happening.

“It’s important that local broadcast companies make sure that they have a voice in evaluating the services and in the decision-making process,” said one broadcaster who attended the meeting, but asked not be identified.

The broadcaster declined to further discuss what went on at the meeting or what the group’s next step would be.

The source of the broadcasters’ angst is the Coalition for Innovative Media Measurement, which comprises more than a dozen major media companies, advertisers and ad buying agencies. More…