• The New York Times, Tuesday, April 26, 2011 4:30 PM

Because of the popularity of DVRs, networks now track ratings of shows up to a week after they first air, and have taken these additional viewings to heart when determining the fate of a show, according to Bill Carter in The New York Times. For example, Fox's "Fringe" had numbers that were cancellation-worthy until a week of DVR playback was added, and now it's being renewed.

However, advertisers say they still won't pay rates that factor in anything beyond a program's C3 ratings, which measure how many viewers watch a program's commercials up to three days after its original broadcast.

"There is a good reason why we wouldn't want to go beyond C3," Aaron Cohen, the chief negotiating officer for Horizon Media, tells the Times. "Advertisers like retailers and restaurants, anything with near-term openings, are looking for one- to three-day campaigns."

Read the whole story at The New York Times »