Major Ad Groups Endorse Live-Only Ratings, Reject Nielsen Stance
Nielsen delayed eliminating live-only local TV program ratings in favor of live-plus-same-day ratings -- which were to start Jan. 1. The new date for the change is at the end of March.
In a meeting in New York on Jan. 15, advertisers and media buyers re-expressed that live-only program ratings should remain because live-plus-same-day ratings result in an overstatement of programming ratings.
In addition, they said while live-plus-same-day ratings include DVR playback -- and thus more commercial exposure -- there is no way to recognize commercial-skipping during that playback.
Ad executives said they had no problem with adding live-plus-same-day program ratings -- just not eliminating live-only ratings, which are the basis of many of their current TV contracts.
A number of sellers at the meeting said live-only program ratings fail to accurately record viewership -- especially with increasing DVR penetration and time-shifting of programs.
Nielsen has agreed to maintain the live stream through the first quarter of 2010 and will continue to meet with buyers and sellers to discuss the situation during that time.