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Industry buzz around Nielsen’s yet-to-be-launched commercial ratings has indicated that those ratings would not be the basis for upfront negotiations. Yet several buyers and sellers said, at the annual TV forum hosted by the ANA, that commercial ratings will be used in this year’s upfront.
Starcom CEO John Muszynski intends to push aggressively to make commercial ratings the standard this spring, writes MediaPost. In fact, he said that his agency did three deals based on some form of commercial metrics in last year’s upfront.
It has been assumed that commercial ratings would not be the upfront currency because Nielsen has repeatedly had to delay the release of the ratings. The release date is now set for May, just before the upfronts take place. At first, the industry assumed that date was too late for buyers and sellers to have time to conduct analysis of the ratings. But now, according to MediaPost, they may simply delay doing deals until they can do so.
ABC’s president of sales and marketing said that he was eager to do deals based on commercial ratings - and that he was eager to do so last year, as well, but that the agencies weren’t prepared for it.
A senior director at Kellogg, Andrew Jung, said that his company might avoid doing deals unless there were commercial ratings guarantees, but he pointed out that it was not an issue simply for his company but for the industry. He said that 92 percent of top ANA members want the new ratings. “Will the industry wake up and listen because the voice is getting a lot louder?” he is quoted as saying. “Without this change I’m not sure how long TV can be sustainable.”
Starcom’s Muszynski also said he wants to push for a guarantee based on second-by-second data which would allow a marketer to gauge an individual commercial’s performance rather than all the commercials within a particular show (which is what Nielsen’s minute-by-minute commercial ratings measure). Second-by-second data has been bandied about by both buyers and sellers, but The New York Times reported last week that agencies and networks might not be so eager to use measurement that breaks down specific commercials.
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