NEW YORK: Despite an initially cool response to Nielsen Media Research's commercial ratings system, US cable television broadcasters are using it during their 'upfront' commercials airtime sales for the fall season

The data, which measures the average rating for all commercials watched during a program, was launched at the end of May and has shown that cable channels lose more viewers during advertising breaks than their network counterparts.

Despite this, Viacom-owned MTV Networks, one of the loudest voices doubting the validity of the data, has fallen into line with other cable providers.

It will use traditional program ratings for the fourth quarter of this year, switching to commercial ratings for deals in the first three quarters of 2008.

Data sourced from Adweek (USA); additional content by WARC staff