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Nielsen’s so-called minute-by-minute commercial ratings, which many in the industry say will be the new currency for next year’s upfront, is being described by at least one influential media agency executive as no better than traditional program average ratings, MediaPost writes. According to Steve Sternberg, executive vp-audience analysis at Magna Global USA, the commercial ratings have some flaws. Viewers only need to tune to a channel for a few seconds for that channel to get credit for a full minute, he points out, saying that a second-by-second account of commercial viewing is what is needed to get a true look at commercial audiences.
VCR viewing is also included in the commercial ratings, which Sternberg calls “an embarrassment,” according to TV Week. Only about two-thirds of taped shows are ever watched, and of those, two-thirds of commercials are fast-forwarded, the article says.
Another problem is that portions of the slots counted as commercial actually include programming as well. Those should be counted as programming and commercial minutes rather than just commercial minutes.
TV Week points out that this may portend a potential battle between media buyers and network executives, similar to the conflict about live-plus-seven-day ratings.
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
