MediaBuyerPlanner: Discovery Communications made a deal with Starcom USA using minute-by-minute ratings rather than the combination of commercial ratings and live-plus-three-day ratings that most networks have agreed to use during the upfront.
The deal covers 11 networks including Animal Planet, the Discovery Channel, the Military Channel and TLC, writes the New York Times.
Minute-by-minute ratings are a more precise measurement than Nielsen’s commercial ratings, which give an average of the entire commercial minutes throughout a single show, rather than giving an actual rating for each commercial minute.
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