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Article: TV nets move the ads to boost ratings; ABC, CBS move more commercials to first half of late-night talk shows.(News)(Company rankings)
- Article from:
- Advertising Age
- Article date:
- April 14, 2008
- Author:
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Copyright informationCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: BRIAN STEINBERG
Noticed more ads before midnight on David Letterman's late-night show? That's you, the viewer, feeling the effects of the new way that the networks and their advertisers are measuring the TV audience.
The quest for better ratings has prompted two broadcast networks to revamp the way they run ads during their flagship late-night programs, the latest sign of how the TV industry's shift to the audience measure known as commercial ratings, or what is being called "C3,'' is prompting tweaks and alterations to the viewer experience.
At Walt Disney's ABC, the first segment on "Jimmy Kimmel Live'' has been shortened somewhat, ...
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