ANA/Nielsen Test Demonstrates Feasibility of Spot-by-Spot Metric

Reporting from the ANA's "TV & Everything Video" forum in New York, Warc's U.S. Editor covers a session on two new test phases of Nielsen's In-Home Commercial Ratings, which aim to provide individual brand-specific television commercial ratings a step closer.

ANA/Nielsen Test Demonstrates Feasibility of Spot-by-Spot Metric

Geoffrey PrecourtWarc

"In an age of accountability," said Bob Liodice, president/ceo of the Association of National Advertisers, "we should not have a band of error surrounding something that we spend $70 billion a year on."

He was referring to television advertising. And the point of attack was not so much the practice of broadcast but the inability of the research industry to move beyond program ratings to specific metrics for individual TV spots.

At an all-day "TV & Everything Video" forum in New York, Liodice and Terrie Brennan, Nielsen Co. svp/new business...

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