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...