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CAB backs Nielsen changes

The Cabletelevision Advertising Bureau Wednesday endorsed Nielsen Media
Research's planned changes to its local-TV-ratings system.

The ratings company said last week that by fourth-quarter 2003, it would begin
delivering broadcast and cable ratings to clients at the same time in one
computer file, rather than delivering broadcast ratings first by a couple of
weeks. Nielsen also said it would begin breaking out cable-only network ratings
from combined cable/satellite numbers in local markets.

The distinction is important because ads inserted by cable systems are not
inserted by the direct-broadcast satellite systems that carry those networks. CAB president and CEO Joe
Ostrow said the moves will help cable by allowing advertisers to make
side-by-side comparisons of broadcasting and cable and by making it easier to
make local cable ad buys.

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.