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ANA Calls For Brand-Specific Ad Ratings
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:- Identify the stronger and weaker elements of a commercial, enabling advertisers to pull weaker spots and 'heavy up' on stronger ones
- Function as an indicator for commercial 'wear out'
- Provide a better understanding of the impact of different placement factors
- Establish the value of in-programme and in-game features and sponsorships
- Help marketers understand how DVR usage habits impact on the above.
Andrew Jung, Senior Director, Advertising and Media Services at Kellogg, will present the ANA recommendations at the annual ANA TV Forum in New York on 20 March.
ANA's membership includes 375 companies with 8,500 brands that collectively spend more than $100 billion in marketing communications and advertising. The association is on the web at www.ana.net .
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