For decades, the broadcast media industries have been able to convince advertisers that they should use ratings data for the programming content to determine the number of impressions made by advertisements that occur during the BREAKS in those programs.
But wait...you say...don't people get up and leave the room during commercial breaks? I mean, that's why they call them, BREAKS right?
Well, for longer than I can believe possible, everyone in the industry has been complicit in mimicking the scene from the Wizard of Oz (pay no attention to the man behind the curtain!). That may be starting to change, as described in this recent posting by the Media Daily News.