CAB, NCC Set Local Standards
K.C. Neel -- Multichannel News, 2/5/2008 6:07:00 AM
The Cabletelevision Advertising Bureau and National Cable Communications announced the creation of the first industry-wide standard framework for posting local cable television. The new posting standards will provide advertising agencies and advertisers, across all markets and all MSOs guidelines for posting local cable. This new document was developed in partnership with the American Association of Advertising Agencies’ Local Television Committee and has received their approval for use.
The new guidelines offer both a recommended standard practice and an acceptable alternative for posting in each of the three local market types (Nielsen Local People Meter Markets, Meter/Diary Markets and Diary Only Markets). The new framework also provides a recommended standard practice for posting by period (daypart rotation, fixed position/recurring and fixed position/specials and one-time-only events). Additionally, a guideline for posting dependent upon schedule rating points is also available.
The CAB and NCC, working with all cable operator members, drafted the new guidelines in an effort to insure greater accountability and common practices at the local level. This new framework offers local cable advertisers a standard approach across all markets, eliminating the often raised questions about the proper way to post local cable.
“The new local posting guidelines will provide ad agencies and advertisers with greater media accountability and ease of mind when using local cable to advertise their product or service,” said Ira Sussman, senior vice president of research and insights for the CAB. “There was great collaboration among our MSO members, the NCC and with the 4A’s Local TV Committee, resulting in this necessary industry-wide framework that will benefit both buyers and sellers of local cable advertising.”
"Ad agencies, advertisers and cable systems are all intensely focused on accountability," added Nick Garramone, senior vice president of eBusiness operations and research at NCC. "These new guidelines were jointly developed by all stakeholders, and are based on Nielsen's detailed reporting and use standards. They provide a solid, consistent and reliable basis for measuring and delivering the value of cable audiences for the advertising community.”
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