Keeping TABs

A weekly update from TAB on ratings, membership, and TAB's transitional process to meet the needs of an evolving media landscape

Follow Up On Last Week's Digital Webinar

On March 26th we conducted a webinar to discuss a change to TAB’s definition of digital impressions. The webinar attracted 321 official attendees with the number of actual participants being much higher due to multiple employees watching the webinar together. For those of you who were unable to attend the webinar it has been loaded onto TAB’s YouTube channel. You can access it by clicking here. We highly recommend that you view it.

The change to TAB’s digital impression definition was officially announced in Keeping TAB’s on March 12th. Here is a link to that announcement.

The webinar was delivered by Jeff Casper, TAB’s SVP of Operations and Research, and covered the need to make TAB’s digital data more comparable to the data used by other digital formats such as mobile, internet, and placed-based while maintaining our high standards and quality. He also focused on the mechanics of the change itself and its impact on digital ratings, which is significant. At the end of the webinar we received many excellent questions, most focusing on the actual calculation of digital spot ratings itself. To help, we have prepared a one-sheet explaining the calculation in simple terms.

We are working on additional support materials. Please help us by identifying issues or areas that you feel need further clarification. Please send any comments to
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