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When it comes to negotiating deals for the 2006 upfront market, Magna Global has said that it will not use Nielsen Media Research’s revised daily ratings reports once the tracking company begins incorporating playback viewing from digital video recordings, Mediaweek writes. Broadcast and cable companies have been pushing Nielsen to revise the ratings systems to include viewers who watch prerecorded shows in the hopes that they can charge advertisers for a larger viewing audience, but media buyers aren’t as thrilled about a revised system because of the high percentage of viewers that fast-forward through the ads - and the level of ad-skipping is not expected to be measured in the near term.
Mediaedge:cia also plans to forego the revised system, for now, and several other top-10 media agencies are still considering their options.
The problem goes beyond ad-skipping, because advertisers often create specific ads to target viewers at specific times of day - at dinnertime, or before work. “It’s a creative issue, not a media issue,” said Jon Mandel, MediaCom chairman.
The new Nielsen data will begin being issued Dec. 26.
Wachovia analyst Marci Ryvicker revised her 2009 radio revenue prediction downward significantly, from a drop of 8% to a drop of 13%.
Even that may be too optimistic, Ryvicker warned, saying there will be no recovery until the economy and/or credit…
Just three days after sister publication The New York Times began running ads on its front page, the Boston Globe announced that it will begin publishing front page ads, as well.
The Globe’s decision to run front page ads was made…
Posters in the U.K. advertising a nasal spray meant to enhance sexual performance have been ordered to be taken down.
Titan, the outdoor advertising company that is hosting the billboards, has been told it must remove the ads because they…
Time Warner said today that the economy has been more challenging in terms of its advertising business than it had expected, particularly at AOL and the Time Inc. publishing units.
The company said it will post a net operating loss…
Just weeks after shuttering the print edition of PC Magazine and moving it entirely online, Ziff Davis has announced that it is closing the books on Electronic Gaming Magazine, due to the sale of its collection of video game sites,…
Even through a recession U.S. consumers redeem just 1%-3% of paper coupons, but up to half of the coupons that Kroger sends to its customers are redeemed - because it uses a data-mining firm it part-owns to target specific customers.
Kroger,…
