:: adgruntie :: The need to create a new rating system?

+ CBS' Chief Research Officer wants commerical rating system.

Dating back to the introduction of people meters, we have enjoyed a stable, one-size-fits-all audience-measurement system. However, it is clear we need a new measurement system. It must be a dynamic, multifaceted system that may not allow for uniformity of application.

Any further delay in addressing the immediate need for a new audience-measurement currency runs the risk of devaluing TV advertising as a powerful marketing force at a time when the medium is demonstrating new creative vitality and audience engagement.