NBCU Nets Releases 3-Day Time-Shifted Data

by Wayne Friedman , January 15, 2015

Looking to reflect what it believes is a more accurate picture of its TV programming performances, NBC Universal cable networks says it will now release viewership data that includes three days of time-shifted viewing.

NBC Universal networks, including Bravo, E!, Esquire Network, Oxygen, Sprout, Syfy, and USA Network, will release viewership using Nielsen’s live program plus three days of time-shifted viewing metric (L3). Previously, it had released viewing data in the live program-plus-same day time-shifted basis.

Liz Mahaffey, executive vice president of brand strategy for NBCU Cable Entertainment, stated: “Considering ever-growing use of DVR, VOD, digital and other non-linear viewing options, L+SD is merely a chapter in a much larger and more diverse ratings story.”

NBC says a number of its shows have seen significantly higher results when looking at L3 data versus live-plus-same day data.

Many TV network executives have complained that the so-called “overnight” ratings — those that survey live program plus same-day time-shifting viewing metrics — are virtually meaningless.

But not all TV advertisers or their media agencies may buy into this offering. Commercial ratings plus three days of time-shifted viewing (C3) and, increasingly C7 ratings, are the currencies TV advertisers still use — and they can be different than L3 data.

One media agency executive, Brian Hughes, senior vice president of audience analysis for Magna Global USA, said in October 2014 that overnight live program plus same time ratings are a good proxy for C3 data. This can be important because of a delay in releasing C3 data -- typically released about every two weeks.

Hughes added: “The trouble is that live plus three program ratings (L3) are a poor predictor of the C3 numbers that we still use for most of our TV deals.”

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2 comments about "NBCU Nets Releases 3-Day Time-Shifted Data".

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John Grono from GAP Research, January 17, 2015 at 1:24 a.m.
The issue is 'for what purpose will these ratings be used?'. If they are to reflect viewing to the programme content then we should use something like (a) programme content minutes only (b) including up to, (say) 28-days of playback but 7-days as a minimum to account for weekly programming schedules. If they are to reflect viewing to the ads then we should use ad minutes only (a la C3) and release both overnights and weekly consolidated (overnight + playback) so that an advertiser who is running more or less a direct response campaign can get the most relevant data with overnight versus the more common brand campaign that could use the 'plus 7' data. Worth considering? We have elements (but not all of) that model here in Australia and cope with the multiple data sets well.
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Ed Papazian from Media Dynamics Inc, January 17, 2015 at 9:48 a.m.

John, I assume that NBC is merely releasing standard average commercial minute ratings, including audiences reached on a three day delayed basis which seems perfectly fair for branding advertisers. Indeed, it's also perfectly fair to go to seven day delayed viewing for branding advertisers who have no qualms about buying magazine ads which take not days but months---many of them-----to attain their total issue audiences. As for direct response advertisers, I'm not sure if there are enough of them to matter to the broadcast networks but those who use marginal times on cable will have to rely on whatever the sellers can get Nielsen to supply, plus the results they get, obviously. As I'm sure you realize, the agencies are fighting the inclusion of delayed viewing as it will cause them to pay higher CPMs. Why does it matter if the telecast by telecast numbers come out a little later when total delivery across all programs, collectively, is guaranteed?