ANA Members Want Brand-Specific Commercial Ratings
January 30, 2013
By Bill Duggan, Group EVP, ANA
Last week, ANA hosted the Commercial Ratings Summit. Our purpose was to discuss solutions that could help facilitate the availability of brand-specific commercial ratings for television. The meeting was attended by 92 individuals representing client-side marketers, agencies, media (network, cable, and syndication), solution providers, industry trade associations, and other interested parties.
ANA members and other industry experts have identified numerous benefits for brand-specific commercial ratings.
Better Knowledge / Increased Accountability
- Commercial ratings would provide more granular data to better inform the decision making process.
- Marketing mix models could be input with “real” brand-specific commercial metrics rather than “averages” (which may or may not reflect the delivery for that specific brand) to provide increased accountability.
Better Creative Decisions
Brand-specific commercial ratings would be a resource to help make better creative decisions via:
- Being an in market copy testing tool to identify the stronger and weaker executions within a commercial pool, enabling marketers to pull (or fix) weaker spots and heavy-up on stronger ones, therefore optimizing the creative rotation.
- A real-time barometer of commercial wear-out.
- An indication of a brand’s commercial performance versus competitors, other ads in the program, and other ads in the pod.
As one ANA member said, “It will be helpful to understand if our creative is incurring lower ratings than the average for that program. If our creative is causing channel changing we want to know. If networks want to keep audiences through the commercial break, understanding which creative keeps and which doesn’t keep is valuable for them too. Makes us all want to strive for better experience for the consumer and have the data to understand it.”
Better Media Decisions
Brand-specific commercial ratings would also help make better media decisions:
- To indicate which networks, dayparts, or programs work best for a brand.
- To optimize the mix of :30s and :15s and help determine the impact of commercial duration.
- To understand the delivery of :15s – because :15s don’t get fair rotations of “A” positions in pods, it's likely that the delivery of a schedule that is heavy with :15s doesn't meet the overall C3 delivery.
- To determine the value and ROI of branded entertainment, including in-game features during sports programming.
As one summit attendee noted, “brand-specific commercial ratings can identify leverage opportunities,” to those who decide to use them.
ANA members have unequivocally spoken, demanding brand-specific commercial ratings. ANA will continue to advocate on this issue and to keep our members and the overall industry informed of progress as well as roadblocks.
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