MediaBuyerPlanner: The Cabletelevision Advertising Bureau has pulled together a Commercial Ratings Commission to help advertisers understand how to handle the variety of different data streams now available.
The committee will bring together members from Nielsen Media Research and Donovan Data Systems, and will also ask the broadcast networks to participate, writes Mediaweek. Marc Goldstein, CEO of Group M, and Andy Donchin, director of national broadcast for Carat USA and chairman of the national television committee, will also be on the board.
The committee will focus on issues around processing the data available, rather than on the data itself. The ultimate goal is to help develop standards to ensure that minute-by-minute ratings can be used as currency for future transactions.
Other agencies that have executives interested in participating are PHD, MRC, Magna Global, Starcom MediaVest Group, ZenithOptimedia and Horizon Media.
Related stories:
- Interpublic Signs on for Second-by-Second TiVo ‘Stop Watch’
- ‘Currency’ for Upfront Still Uncertain
- MTV’s New Thursday Night Block Integrates Programming & Ads
- NBC’s Cable Networks Opt out of Commercial Ratings
- Networks to Yield to Buyers, Opt For ‘Live Only’
- TV Upfront Debate: Redefining Rating Points
- Weather Channel Uses Minute-By-Minute as Upfront Currency
