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Horizon Won’t Use Commercial Ratings, DVR Playback in Upfront Deals
Though the pre-upfront buzz was that most networks and agencies had agreed to use a combination of commercial ratings and live-plus-three-day viewing as the currency for the upfronts, at least one agency is saying it will use neither.
Aaron Cohen, executive vp-director of broadcast at Horizon Media - the largest independent media agency and the one that manages the Geico account - has said that the agency will deal with live-only ratings for one more year, writes MediaPost. Cohen says that virtually all the networks he has spoken with, including broadcast, cable and syndication, have agreed to move forward on a live-only basis.
Cohen says the commercial ratings data is either too unreliable or too new to be used, that some data released so far has been flawed, and that there is not enough historical data to derive share estimates for new network shows.