CAB Forms Commercial Ratings Commission

The Cabletelevision Advertising Bureau created a broad industrywide commission devoted to the development of commercial-ratings processes and standards for the television-advertising industry.

The trade group said the panel will unite executives from networks, agencies, Nielsen Media Research, Donovan Data Systems and third party processors of Nielsen data.

The CAB also invited members of the American Association of Advertising Agencies, the Association of National Advertisers, the Media Rating Council and the Syndicated Network Television Association to participate.

“For commercial ratings to become a part of the buyer-seller negotiation process, ongoing leadership from all corners of the television industry will be required,” CAB CEO Sean Cunningham said in a prepared statement.

“As yet, the current commercial ratings data have not been audited,” he added. “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 to address these challenges, ultimately aiding in the development of critical early stage standards that will keep the commercial-rating initiative moving forward.”