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Policy Committee Demands Full Ratings Disclosure

Policy Committee Demands Full Ratings Disclosure

by Rick Turoczy on March 3, 2006

In a move that has big implications for the way in which the media report their audience ratings to the ad industry, the American Association of Advertising Agencies’ Media Policy Committee Wednesday called for “full disclosure in traditional media, especially TV ratings.” “In the end, we want commercial ratings, not program averages,” Jean Pool, executive vice president-COO of Universal McCann, and chair of the AAAA committee, said here during her opening remarks Wednesday morning.

Jon Mandel, chairman and co-CEO of MediaCom USA, and a member of the committee, told MediaDailyNews that the accountability move–rumored for several weeks–is now an imperative because of the Sarbanes-Oxley Act, which requires companies to fully disclose financial-related information publicly. Because ratings data function as de facto currencies in the media buying world, Mandel implied they fall under that law.

Policy Committee Demands Full Ratings Disclosure

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