Contrary to conventional wisdom, some creatives see the long-overdue commercial ratings system as a helpful gauge to determine which ads work, rather than a new constraint, according to columnist Jonah Bloom. "Every day becomes the Super Bowl," said JWT's creative chief, Ty Montague. "The ads might not be the best in the Super Bowl, but they're better overall because measurement has forced people to focus on the quality. You get better or you die."

Related Summaries