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...