The use of ad effectiveness measurements to buy and sell spots on the networks is one of the biggest trends in the TV ad industry. Lois Miller, President of Nielsen IAG Automotive, explained this new advertising “currency” to the Nielsen Wire, and why it’s become an important tool for marketers in the auto industry.
Q: An article in the latest BusinessWeek explains how program engagement and advertising effectiveness measurements are changing the way companies place their ads. How is Nielsen helping to change the game of TV advertising?
Lois Miller: Nielsen’s TV …

As Washington considers a multi-billion dollar bailout package for the American auto industry, a look at this year’s ad spending by car manufacturers provides even more evidence that Detroit is struggling.
Through July 2008, the Big Three American car manufacturers (GM, Ford, and Chrysler) all showed negative advertising growth over 2007, according to Nielsen Monitor-Plus. Ford and Chrysler each spent 22% less on advertising, while GM dropped its spending by 6%.
Compare that with the relative success of foreign automakers. Honda added the most spending in dollars over 2007 (an extra $71.5 …