Advertising Age Article Abstract
C3 Ratings Show 3% Decline Between Ads and Program Audience
Nielsen Releases First Wave of Data Based on New TV-Buying Metric
NEW YORK (AdAge.com) -- Initial commercial-ratings data, released for the first time by Nielsen Media Research today, reveal total viewership for commercial breaks on the five broadcast networks is on average 3% lower than it is for live viewing of programs those ads support. Marketers and media agencies have anxiously awaited this first wave of data, which reflect the new metric for buying TV time established during this year's upfront negotiations. ...