International barter ad sales will become a viable option in the near future, according to Intl. Ratings Services chairman Bill Harvey at NATPE. Harvey said the immediate advantage of international data will involve renewals and upgrades of existing shows, but that international barter won’t be far behind. International co-production of series will make it more important, he adds, for suppliers to know how their programs are performing abroad.
IRS provides ratings data from 13 countries to U.S. subs and recently arranged to serve as the exclusive provider of data from AGB, the European ratings service, in North America.