US TV ratings body Nielsen Media Research is due to release data likely to send shivers down the spines of US cable network executives. On November 18 Nielsen will publish ratings for TV ads for the first time.
As The Wall Street Journal reported, most analysts agree that TV ads are likely to show lower ratings than the programmes they follow or precede—perhaps by as much as 10%.
But media buyers suspect cable channels are likely to show the highest fall in viewing during commercial breaks since they carry more ads than rival networks.
"Those that are having ad breaks every five minutes, every eight minutes, they could suffer more," said Larry Spiegel of Dallas ad agency the Richards Group.
Neilsen's TV ad data release could result in networks being forced to cut prices or reduce the number of commercials, said The Wall Street Journal.
Lovelace Consulting | 26.09.2006