CAB, ANA & AAAA’s Media Policy Chairman Provide Details of First Meeting

-- CAB, ANA & AAAA’s MEDIA POLICY CHAIRMAN PROVIDE DETAILS OF

FIRST MEETING OF COMMERCIAL RATINGS COMMISSION --

New York, NY – June 15, 2007 – The Cabletelevision Advertising Bureau (CAB), the Association of National Advertisers (ANA) and the Chairman of the American Association of Advertising Agencies Media Policy Committee made a joint statement regarding the first meeting of the Commercial Ratings Commission (CRC). The meeting brought together thirty senior executives integral to the national television advertising business on Monday June 11, 2007 at the CAB’s offices in New York.

The group which included representatives from various media agencies, Nielsen Media Research, Donovan Data Systems, the Media Rating Council (MRC), cable networks, broadcast networks and the senior leadership of the ANA, AAAA and CAB began to chart out the initial steps necessary to address the data processing issues associated with the anticipated adoption of commercial ratings as a new currency for the national television industry. This included the group’s commitment to not only address near-term processing issues but also set practices and standards in a way that is mindful of a greater degree of commercial ratings data granularity in the future.

"Today's meeting of the CRC was a critical first step towards developing an industry-wide game plan to provide marketers with more granular ratings data and processing abilities,” said Robert Liodice, President and Chief Executive Officer of the Association of National Advertisers. “Only with granular data streams - and the sophisticated software necessary to manage them - will marketers be able to precisely evaluate the impact of their television advertising expenditures and cost-effectively build the equity of their brands as we evolve to brand-specific commercial ratings.”

“The expansion of ratings information delivered by Nielsen measuring a multitude of data streams mandates that we re-evaluate the processing of all this information so that we can make the most effective and efficient use of the knowledge both today and in the future,” said Marc Goldstein, Chairman of the Media Policy Committee for the American Association of Advertising Agencies. “That is one of the CRC’s primary objectives and following this initial meeting we are on our way to realizing that goal.”

“Given the breadth of processing issues to be considered, the first meeting provided good contributions from each sector of the national television advertising business,” said Sean Cunningham, President and CEO of the CAB. “Universally, there was strong agreement that the CRC needed to meet regularly in order to escalate our efforts in developing process standards applicable for commercial ratings.”

Founded in 1980, the Cabletelevision Advertising Bureau (www.onetvworld.org) is a television advertising advocacy group dedicated to providing advertisers and their agencies with the most current, complete and actionable media insights at the national, DMA and local levels.

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