via Claire Atkinson at Broadcasting & Cable:
Many advertisers have been pushing for more specific ratings to help them identify the precise viewership of their ad spot rather than using guesswork to estimate viewing. The ANA and Nielsen said they have concluded the first two phases of their In-Home Commercial Ratings Test which has involved advertisers encoding their commercials to help Nielsen identify when spots run. While the news will be welcomed by marketers which pay for advertising based on ratings, the two entities say there are still some barriers to the introduction of brand specific commercial ratings. One of those issues is that commercials airing in national, local and syndication all need different codes.