CAB Endorses Nielsen's Changes

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The Cabletelevision Advertising Bureau Wednesday endorsed
local-television-ratings changes proposed last week by Nielsen Media
Research.

Those proposed changes, targeted for fall 2003, included combining broadcast
and cable ratings data on a single CD and separating wired-cable ratings from
those for satellite and other alternate delivery systems.

The CAB statement said those revamps 'would benefit cable by leveling the
playing field with broadcast and making it easier for advertisers to buy cable
locally.'

CAB CEO Joseph Ostrow said in a prepared statement that these changes 'signal
a new era of equitable local-audience measurement and will equip advertisers
with data that allow them to make the most effective allocations of their TV
dollars.'

Ostrow added, 'Most, if not all, local cable salespeople' have on their own
been separating wired-cable ratings from satellite's. Having side-by-side cable
and broadcast ratings on a single CD will facilitate comparisons of the two
media by clients and their agencies, he said, which should prompt media buyers
to consider including cable in more of their TV buys.

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