New payment system for TV advertising planned in the USA

As the US trade journal Advertising Age reports, US TV advertising is about to undergo the biggest change in its 65-year history. Until now, TV advertising fees in the USA have been calculated according to the number of program viewers. Now the TV stations are planning to set the fees for the coming year according to the number of viewers. "Commercial ratings are going to be the new big thing," predicts Mike Shaw, Head of Sales at ABC, to Advertising Age. However, advertisers will not pay based on the number of viewers of their own commercials, but on the average number of viewers during the commercial breaks of a particular program. This year, a total of 9.05 billion dollars was collected for TV advertising fees.