Networks with heavy commercial loads, many of them on cable, have the most to fear from Nielsen’s launch of commercial ratings on Nov. 18, according to a story in the Wall Street Journal today.
Not surprisingly, researchers expect Nielsen’s new commercial ratings data to show a noticable audience decline from the program ratings that have been the industry’s trading currency with advertisers for decades, according to a story by Brian Steinberg in the Wall Street Journal.
Cable executives argued in a closed-door meeting with Nielsen last Thursday that the company’s methods for collecting commercial ratings are flawed. Another issue lies in the fact that the new ratings are meant to cover only national minutes, not those sold to local advertisers, according to the story. Nielsen said it expects to improve its methodology, while industry executives maintain the new ratings must be evaluated before they can be used in actual negotiations.