Commercial ratings raise sticky problems

03/13/2007 | NYTimes.com

The commercial ratings forthcoming from Nielsen Media Research won't offer viewership numbers for each commercial on the air; instead, they will average the commercial viewing per an entire program. Many marketers, however, are interested in having data on each individual spot, raising a number of potential problems between networks and advertisers, as well as the possibility of increased competition for specific airing times among the advertisers themselves.

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