With Nielsen Endorsement, TV Rating Metrics to Improve

Warc’s US editor, Geoffrey Precourt, reports on the announcement of a new tie-up between Nielsen and several of the US trade associations that will change the way TV advertising is measured.

With Nielsen Endorsement, TV Rating Metrics to Improve

Geoffrey Precourt Warc

Ratings for individual television spots – as opposed to broad-based programming – are about to make the transition from theory in the US to actual practice.

The critical driver in the research transformation is Nielsen, which has agreed to embrace the Ad-ID – a digital-advertising asset-coding system developed by the Association of National Advertisers (ANA) and the 4A's to power products including commercial ratings, competitive analysis, and commercial verification at the national, syndication and local levels, and across media platforms.

According to Bob Liodice, ANA president/ceo, the...

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