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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 (Nov. 30, 2009) — 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

The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.


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