• Mediaweek, Wednesday, May 19, 2010 12:14 AM

Disappointed with Nielsen's decision to eliminate live ratings from its local market reports, the American Association of Advertising Agencies is, in the words of Horizon Media's Bill Koenigsberg and new chairman of the 4As Media Policy Committee, "taking it to the streets."

Nielsen eliminated the live metric and replaced it with live-plus-same-day on April 1. The 4As, among others in the agency community, asked Nielsen to reconsider, but TV stations won out. Live data is available--but only in custom reports. According to the 4As Media Policy Committee and the Local TV and Radio Committee, availability of live data is limited and not actionable.

To compensate, the 4As suggested that the ad community estimate local delivery differently by adjusting down the live-plus-same-day ratings on the front end or on the back end, during the posting process, dramatically effecting local stations.

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