New ANA White Paper on Brand-Specific Commercial RatingMay 3, 2013
By Bill Duggan, Group EVP, ANA
ANA has just released the new white paper,“Brand-Specific Commercial Ratings–Benefits and Solution Providers.”
Earlier this year ANA convened the Commercial Ratings Summit, and then a follow-up webinar, to discuss solutions that could help facilitate the availability of brand-specific commercial ratings for television. Those events featured presentations from eight industry suppliers who may offer solutions for brand-specific commercial ratings: comScore, INVIDI Technologies, Kantar Media, Nielsen, PrecisionDemand, Rentrak, Simulmedia, and TRA. The new white paper highlights solutions from these respective companies for brand-specific commercial ratings, including case studies, and helps continue the industry dialogue on this issue.
ANA member interest in brand-specific commercial ratings is high. In a 2011 survey, 82 percent of members surveyed expressed interest in having ratings available for individual commercials.
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 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
- 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 vs competitors, other ads in the program, and other ads in the pod.
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.
ANA expects this new white paper to be a resource for members. And will continue to advocate on the issue of brand-specific commercial ratings and keep our members and the overall industry informed of progress.
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