TV spots need a ratings system – True 10 years ago and today!


Bill DugganTen years ago – on March 15, 2004 – Advertising Age published an editorial titled, “TV spots need a ratings systems.”  That editorial said: “Eight-five percent of marketers are interested in commercial ratings for TV audience measurement, according to a survey released by the Association of National Advertisers.”

•         “The market needs a ratings system—from Nielsen, from someone—that accurately measures what matters.”

•         “Advertisers will know who’s watching ads and shows; agencies will need to create spots that measure up; networks will be able to demonstrate value … TV will be accountable and those who produce results will thrive.”

ANA has been speaking out on this issue for a decade now.  Companies including Kantar Media, Rentrak, and TRA have introduced products that provide commercial ratings.  But there is still so much more to do, and we continue to wait for Nielsen to deliver an appropriate solution. 

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