Media Buyers Are Using "Advertising Value Index" and "Content Power Ratings" to Match Advertisers With Consumers

ABC's new "Advertising Value Index" allows advertisers to come up with the programs that their target consumers are likely to watch based on more than 15 points of criteria, including income level, education, employment status, how long viewers tune in to commercials or how engaged they are with the program.

Media buyers are using these and other new evaluation tools when buying ads. The Wall Street Journal points to an example of media firm Optimedia which is using a new measurement system called "Content Power Ratings." The tool uses 11 metrics, such as tracking blog posts about a show or measuring viewership online and on mobile phones to measure the content of TV programs.

From The WSJ: "We don't just rely on Nielsen [ratings]," says Larry Novenstern, executive vice president of NewCast@Optimedia. The tool helps the firm not only figure out where to buy ads but also where to develop product placement and other integration deals. "Everyone is talking about content. This is the true measure of content."