• by David Goetzl  @dgoetzl, November 9, 2009

Nielsen said it will begin offering a new ratings stream in local markets that will take into account DVR viewing that happens within hours after a show's debut.

The measurement company will provide a daily "live plus same day" stream starting in January -- a decision that came after asking clients in September to provide feedback on the prospect.

The new "overnight" stream will be available for markets measured by local people meters and set meters.

As the "live plus same day" stream goes daily, Nielsen is dropping the daily reporting of "live only" ratings -- although it will offer them on a delay (each Tuesday), so clients can use them on a comparative basis .

The new stream provides an added data realm in set meter markets, which don't have "live only" ratings now.

Unlike for the national market, the ratings will not track commercial viewing -- something buyers have clamored for. However, issues with tracking cable viewing make it thorny.

Nielsen also said it will make available a research paper on DVR viewing for release Nov. 16.

In September, GroupM top media buyer Rino Scanzoni criticized Nielsen for considering shifting emphasis away from daily reporting of "live only" ratings.

"We are very strongly opposed to it," he told MediaPost. "It is a significant step backwards to what clients are demanding, which is more accountability."

Scanzoni said "live plus same day" ratings will prove to be a boon for stations, since it will yield higher ratings on program viewing, but won't take into account commercial-skipping levels.