Top media agency executives are tittering over Nielsen Media Research's plan to begin reporting ratings for programs played back on digital video recorders late this year. Executives including Magna
Global's Bill Cella, and Mediaedge:cia's Lyle Schwartz told
Adweek they will only use Nielsen's so-called "live viewing" ratings in their ad negotiations with networks, while PHD's Harry
Keeshan said his agency has "not made a final decision" on what it would use. The plan, first reported by MediaPost's
MediaDailyNews, will disseminate three streams of data--live, live plus one
day of DVR playback, and live plus seven days of DVR playback--beginning Dec. 26.
Read the whole story at Mediaweek »
