The Nielsen Company has begun offering ad-standardized ratings of TV commercials, giving its clients a way to measure the impact of commercial viewing of digital video recorders (DVRs).

Citing the rise of DVRs and the ability of consumers to skip ads, Nielsen said it will now offer the Average Commercial Minute electronic data file that provides an average rating for the commercial minutes in each TV program.

"Today's launch of average commercial minute ratings culminates a year-long effort to deliver a new way of measuring television viewing," said Sara Erichson, executive vice president, client services for Nielsen Media Research. "Nielsen worked very closely with all client groups to develop this new measurement. Our clients will determine which of these data streams they want to use for negotiating the buying and selling of advertising and whether it be for the upcoming television season or the following one."