Average commercial rating does not measure your ad's performance: An alternative approach - exact commercial ratings in buying TV

The authors (from Zenith Media and Rentrak) argue that the current system of US national TV audience measurement for advertisements is flawed.

Average commercial rating does not measure your ad's performance: An alternative approach - exact commercial ratings in buying TV

John Spadaro and Bruce GoerlichZenith Media and Rentrak Corporation

Abstract

Currently, based on the most widely adopted currency, national TV measurement derives from a sample of around 20,000 homes. These ratings are provided by program, based on an average of all national commercial minutes. In a typical hour of broadcast network prime, this represents about 14 minutes of commercials. Because an advertiser usually runs only one 30 second spot, about 96% of the rating does not...

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