February 11, 2010 – New York NY – The ANA (Association of National Advertisers) Television Advertising Committee and The Nielsen Company today announced that after successfully concluding the first two phases of their In-Home Commercial Ratings Test, there is now a potential path for providing individual commercial ratings (also referred to as brand-specific commercial ratings).
目前，广告收视率是以某一特定电视节目中所有直播或回放广告分钟数的平均值进行报告的。为了确定尼尔森制作单个广告收视率的技术可行性，参与此次测试的广告商采用了与尼尔森用于衡量有多少人观看电视节目相同的技术，对其广告进行编码，以衡量有多少人观看了单个广告。
目前的测试结果包括
- 由于测试的准确率很高，因此在技术上可以测量家庭中的商业收视情况。
- 还需要进行更多的测试，以改进技术，进一步提高准确性。
- Ad-ID 系统可为每个商业广告生成唯一的识别代码，使用 Ad-ID 作为商业标识符可简化流程，省去人工数据输入。
- 对商业广告进行编码可提高准确性，但这一过程需要改进，以消除对全国性、地方性和联合电视的商业广告进行单独编码的需要。
- 现在有机会改进 C3 评级的程序和时间安排，并探索地方商业评级的潜力。
这些测试结果还有助于行业改进人才支付流程，因为能够对广告播出情况进行第三方验证。"ANA总裁兼首席执行官鲍勃-利奥迪斯（Bob Liodice）说："这些测试是我们行业在正确方向上的飞跃，也验证了我们在特定品牌广告收视率领域的所有工作。"尼尔森这样的重要合作伙伴预测我们可以实现几乎 100% 的检测率，这应该让这项研究的所有参与者感到自豪，并鼓励其他人也自愿提供帮助。参与者都是优秀的企业公民，为我们的行业指明了方向"。
"尼尔森公司副董事长苏珊-惠廷（Susan Whiting）说："我们对全美广告协会在这一重要举措中发挥的领导作用表示赞赏，这将为衡量人们如何观看商业广告提供更好的方法。"此次测试表明，我们能够开发出为特定广告制作收视率的技术能力，我们期待着与全美广告协会继续合作，将这些结果应用到下一阶段的测试中"。
下一步工作
Based on these learnings, Nielsen has proposed a new phase of the In-Home Commercial Ratings Pilot Test. This phase would test a new audio-detection technology, with the goal of further improving accuracy of providing brand-specific commercial ratings. For this phase, advertiser and agency participation are necessary to ensure that Ad-ID is used as the commercial identifier and that all new commercials are audio encoded. ANA and 4A’s encourage participation of advertisers and agencies to make this test a success.
关于 ANA
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA’s membership includes 350+ companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers.
For more information, visit www.ana.net https://www.ana.net/
