Buyers and networks have been negotiating upfront buys on Nielsen's C3 ratings, or average commercial minute rating including three-day digital video recorder playback. But those numbers may
overestimate the percentage of ads that are time-shifted and watched by viewers, according to a new report from media agency MPG.
The report says the industry believes 46% of
broadcast commercials are watched "post-live" by viewers 18-49 via DVR or other time-shifting technology. But MPG finds that just 10% of commercials are watched post-live by that demographic. The rest
are skipped through. The concern: commercials viewed via DVR are less effective. Don Seaman, vice president and director of communications analysis at MPG, talks to Media Life about what the study
means for the media industry.
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