The World: New York - ABC to sell space based on ad viewing figures

ABC has announced it is ready to begin selling advertising space based on commercial ratings. This means advertisers and media agencies can now buy space based on viewing figures for ads as well as programmes.

Nielsen Media Research will be able to offer syndicated data on commercial ratings to the entire industry by next May, but Mike Shaw, the ABC sales president, says he is already able to offer the information.

He believes that commercial ratings, rather than programme ratings, will become the currency on which media agencies make their up-front buys in spring 2007.

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