Commercial Ratings Commission Meets to Agree Standards

The newly formed Commercial Ratings Commission (CRC), brought together by the Cabletelevision Advertising Bureau (CAB) last month, held its inaugural meeting on Monday, to agree how it will develop ratings processes and standards for the US TV industry.

The commission comprises senior execs from the agency, cable and broadcast industries, as well as Sara Erichson, General Manager National Services, Nielsen Media Research and a number of third party processors of Nielsen data. CAB says that other measurement companies will eventually be invited to participate.

Around 30 members attended the meeting, where subcommittees were formed to address issues such as how software and technology would be employed; how networks and agencies can best execute deals; and how to work with parties such as ratings providers.

The commission's goal is to help produce standards that ensure commercial ratings can become an accurate, stable and fully understood currency for marketers and advertisers to utilise.

In a statement produced at last month's CRC launch, Sean Cunningham, President and CEO for the CAB stated: 'Without the adaptation of common standards, the enormity of data could overwhelm existing systems and in doing so offset any advantages found in what many believe could be a more accurate measurement system. The commission will help address these challenges, ultimately aiding in the development of critical early stage standards that will keep the commercial rating initiative moving forward.'

Founded in 1980, the Cabletelevision Advertising Bureau is a television advertising advocacy group dedicated to providing advertisers and their agencies with the most 'current, complete and actionable' media insights. The organisation is online at www.onetvworld.org, while Nielsen Media Research is on the web at www.nielsenmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.