ARF won't join TV ratings project

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Advertising Research Foundation told a "summit" meeting it had called on TV audience measurement that its lawyers had decided ARF cannot be involved in organizing a joint industry commitee to develop a TV audience measurement system for the future. The surprise announcement was a blow to industry executives concerned with the issue. The American Association of Advertising Agencies has held a number of meetings in recent months about TV measurement issues to be addressed by a joint industry committee, and it was hoped the ARF summit would further focus on this area.

Copyright September 1997, Crain Communications Inc.

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