Advantage Media Management, Inc. - How do You Rate and Un-Rated Network? 7/2/2010, Matthew Reiss...
 
Ad agencies, Carat and MPG have come together to try and create a way that media buyers can quantify viewership on those networks that are currently non-rated by Nielsen.  Actually the only networks they're looking at right now are:  Bloomberg, Current, Sprouth, Sundance and Tennis.  Given the amount of man and brainpower going into this project there's no doubt they'll figure out a way to do it. 
 
The main question from Advantage Media Management, Inc's (the nations leading media auditing/stewardship company) point of view is whether or not these ratings will be gauranteed by the networks or will this new "rating" system be used for general planning purposes by the agencies?  In order for an advertiser to truly justify spending big $'s on non-rated networks they need to make sure they're protected by "gauranteed ratings".  Meaning that if an advertiser purchases X amount of rating points they need to know that if those rating points aren't achieved that they will be compensated for the shortfall, either monetarily or in way of ADU's (Alternate Delivery Units)/ No charge spots. 
 
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