This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Cramer's Action Alerts PLUS - See his portfolio and get alerts BEFORE every trade. Learn more NOW!

Clock Ticking at Nielsen

The Wall Street Journal, which Tuesday published a wide-ranging piece on the development, says in its report that the new ad ratings will measure the average viewership for all the national commercial minutes that run during a program, but won't track individual commercials.

So the new service from Nielsen might not be the panacea all are looking for.

Jordan Breslow, director of national broadcast research at Mediacom, a large media buying agency, credits Nielsen with a number of their newer measurement initiatives, but says he's "not a big fan" of the new commercial ratings. Breslow says that second-by-second ratings would really capture the data that advertisers are looking for. The reason: Minute-by-minute ratings can include seconds of network programming, promotions along with advertising all measured together.

In other words, if an episode of your favorite show runs eight seconds across a minute, the viewership for the eight seconds will be lumped in the tabulation for the commercial ratings -- part of the reason, perhaps, that the networks are all so keen on the new venture. A new currency, but one that may face stern resistance from some quarters until the figures are broken down to a further degree.

Meanwhile, no one has figured out how to measure the number of times people press the mute button on commercials, or how frequently they visit the WC.

2 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Try it NOW
Only $9.95
Try it NOW
14-Days Free
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
CBS $60.64 -2.00%
DIS $104.93 -1.10%
GE $24.81 -1.20%
NWS $15.88 -0.97%
AAPL $124.49 -1.50%


DOW 17,776.12 -200.19 -1.11%
S&P 500 2,067.89 -18.35 -0.88%
NASDAQ 4,900.8850 -46.5560 -0.94%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs