ANA Television Advertising Committee Opposes Elimination of Live Only Data Stream for Local Ratings

ANA Television Advertising Committee Opposes Elimination of Live Only Data Stream for Local Ratings

New York, NY—The ANA Television Advertising Committee strongly opposes Nielsen’s recent decision to modify the reporting data streams made available in local markets.  This modification would eliminate the Live Only data stream in January 2010 and replace it with the new Live + Same Day stream.  

ANA opposes the elimination of the Live Only stream for the following key reasons:

  • Commercial viewing levels would be overstated as local ratings are for programs and not commercials and therefore do not take into consideration commercial skipping in DVR playback.
  • Many advertisers and agencies negotiate local market deals with the media using Live Only ratings as their currency.

“The ANA, and more specifically the ANA’s Television Advertising Committee, has continually been a strong advocate for increased granularity when it comes to commercial ratings,” said ANA President and CEO Bob Liodice. “ANA would welcome the opportunity to serve as a bridge for the industry to find a mutually beneficial solution for local ratings for advertisers, agencies and the media.” The full statement from the ANA Television Advertising Committee can be found at www.ana.net/localratings  

About the ANA
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 350+ companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers.

For more information, visit www.ana.net

 


Press Contacts:  
Lesley Neadel
CooperKatz for the ANA
lneadel@cooperkatz.com
(914) 589-2187 (on-site)
(917) 595-3034

Megan Burke
CooperKatz for the ANA
mburke@cooperkatz.com
(617) 285-0771 (on-site)
(917) 595-3058