Marketers seek more granular commercial-viewing info

02/22/2009 | Advertising Age (tiered subscription model)

The C3 ratings from Nielsen offer marketers a look at how ad-skipping is affecting commercial viewing on a program-by-program basis; now, however, marketers are hoping for even more targeted data about the numbers of viewers watching individual ads. A shift to rating individual ads would require new standard coding, according to this article, and it remains to be seen whether ratings service Nielsen or advertisers themselves would be willing to invest in such a change.

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