Cabletelevision Advertising Bureau Announces Creation of Commercial Ratings Commission

-- Committee to Tackle Processing Challenges Reflective of New Data --

-- Senior Leaders from Broad Swath of Industry to Participate --

New York, NY – May 4, 2007 – The Cabletelevision Advertising Bureau (CAB) today announced the creation of a broad industry-wide commission devoted to the development of commercial ratings processes and standards for the television advertising industry. This blue-ribbon panel will bring together senior members of the national television industry from networks, agencies, Nielsen Media Research, Donavan Data Systems and third party processors of Nielsen data. The commission’s goal will be to help craft forward-looking standards that ensure commercial ratings can become an accurate, stable and fully understood currency for marketers and advertisers to utilize.

“For commercial ratings to become a part of the buyer/seller negotiation process, on-going leadership from all corners of the television industry will be required,” said Sean Cunningham, President and CEO for the CAB. “As yet, the current commercial ratings data has not been audited. Further, without the adaptation of common standards, the enormity of data could overwhelm existing systems and in doing so offset any advantages found in what many believe could be a more accurate measurement system. The commission will help address these challenges, ultimately aiding in the development of critical early stage standards that will keep the commercial rating initiative moving forward.”

The CAB has invited the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Media Rating Council (MRC) and the Syndicated Network Television Association (SNTA) to send empowered and informed executives to represent their constituencies as full members of this initiative. The CAB will convene the first meeting of the commission within a few weeks.

“We believe the output from this group will serve advertiser’s need for greater accountability through the creation of a manageable and predictable trading currency,” said Ed Erhardt, President, ESPN Customer Marketing & Sales and CAB’s new Chairman.

Those that have already indicated that they intend to participate in the Commercial Ratings Commission include:
  • Marc Goldstein – Mindshare/Group M & Chairman 4A’s Media Policy Committee
  • Andy Donchin – Carat & Chairman 4A’s National Television Committee
  • Judy Vogel – PHD & Chairwoman 4A’s Media Research Committee
  • Robert Liodice – President & CEO, Association of National Advertisers
  • Michael Donovan – Chairman & CEO, Donovan Data Systems
  • Sara Erichson – General Manager, National Services Nielsen Media Research
  • George Ivey – Executive Director, Media Rating Council
  • Steve Sternberg – Executive Vice President, Director Audience Analysis Magna Global
Additionally, representatives from Starcom Mediavest Group, ZenithOptimedia, and Horizon Media, Inc. have also communicated their intent to participate, as well as the heads of advertising sales from CAB’s national network membership. The CAB also intends for broadcast networks to have full representation and participation within the commission and will be extending invitations accordingly.

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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