In the US, the TV Advertising Committee of the Association of National Advertisers' (ANA) has released a positioning paper, calling for the television industry to offer brand-specific commercial ratings.
The ANA believes that this will provide marketers with a deeper understanding of programme and commercial viewing, to enable them to evaluate their media investments more precisely.
Bob Liodice, President and CEO of ANA explained: 'The ANA strongly encourages US advertisers, the media, agencies and research companies to work collaboratively to make brand-specific commercial ratings a reality. Brand-specific commercial ratings will not only help marketers make better decisions, they are also an invaluable tool for overall campaign management and accountability.'
Currently commercial ratings are based on programme ratings, and an advert receives the same rating as the programme within which it appears. The ANA believes that marketers require more specific data, which demonstrates how many people had the opportunity to see every ad.
The ANA suggests that brand-specific commercial ratings would:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
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