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Publicis has joined the coalition of advertisers and media companies who plan to fund erinMedia in its push to launch a new TV ratings service.
According to a report on BusinessWeek.com (via MediaPost), Publicis, along with an unnamed large television network and a major automotive advertiser, are part of the coalition.
erinMedia founder Frank Maggio said last week that the company was close to closing $25 million in venture capital to expand. Should erinMedia be successful, it will be an industry owned ratings firm that would compete with Nielsen.
The company claims to have come up with a better way to measure TV audiences in an age where DVRs and other technologies allow viewers to skip commercials. “We would get data on every second of every hour, and break it up however the customer would like it,” Brad Danaher, erinMedia’s vice-president of product management, is quoted as saying on BusinessWeek.com.
ErinMedia has sued Nielsen more than once, alleging that the ratings giant wields its monopoly power to block competing services. It has also accused the company of false advertising and unfair trade practices.
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