GroupM Enlists VAB In Move to New Currency

摘要

EVEN AS NIELSEN works to get its Total Content Ratings metric accepted, a leading media agency is working with one of the industry's key trade groups to create a new currency that can be used to buy and sell advertising. Total Content Ratings is designed to tell how many people are watching a show, but GroupM, one of the biggest TV buyers, is proposing a system that will generate the kind of average commercial minute rating the industry uses now, while also taking in viewing on additional platforms and devices. It is working with the Video Advertising Bureau (VAB) to get the entire industry to understand and ultimately adopt the new system-dubbed "Unified C7."