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Starcom to Insist on 'Precision Metrics' for TV Ad Deals
In the US, media buying agency Starcom USA has announced that it will only negotiate upfront TV ad deals with networks that apply quant 'precision metrics' to their sales offerings.
Until now, the industry has generally negotiated TV buys from unrated networks based on estimates supplied by the networks and other sources: however, Starcom has shown a strong interest in precision metrics for some time. In 2007 more than a quarter of the agency's deals were guaranteed on exact minutes ratings, and last January, it become the first media agency client for the TiVo Stop||Watch second-by-second ratings service (www.mrweb.com/drno/news6373.htm ).
Among recent new metrics services, TNS has announced plans to launch a national TNS DIRECTView opt-in audience measurement panel service, while Nielsen is to provide customers with access to set top box (STB) data for analyzing and measuring audiences in Los Angeles (www.mrweb.com/drno/news8081.htm ).
Starcom says that the availability of second-by-second data will deliver national performance metrics for the previously unrated networks, and reveal 'never-before-seen insights' into the behaviors of their audiences. President / Chief Activation Officer Chris Boothe explains: 'Starcom has proven over and over in recent times that if there's data available that gives a more accurate reflection of audiences' viewing behaviors, we want to act on it - and to actively partner with media companies who are on the same page.'
Web site: www.starcomworldwide.com.
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