Procter & Gamble Co. is the first advertiser to sign a non-binding letter of intent supporting a national rollout of Smart, the national ratings project that is a potential competitor to Nielsen Media Research. ESPN Networks and Interpublic Group Cos.' Ammirati Puris Lintas and McCann-Erickson Worldwide also announced Sept. 9 they had signed letters of intent supporting Smart. In August, the four major TV networks, including ESPN sibling ABC, and six advertising agencies signed similar letters. Statistical Research Inc., parent of the Smart system, now must negotiate contracts with all the companies for the service to actually embark.
Copyright September 1998, Crain Communications Inc.