• November 9, 2005

Magna Global USA says a story in Tuesday's edition of MDN misinterpreted its position on VCR ratings, and that it has no intention of factoring them out of its negotiations with TV networks. In a report released Tuesday, the agency asserts: "Magna Global Will Not Use 'Live + VCR Recording + 7 Days of DVR Playback' data in negotiating with the networks. Why? Well, we know from previous research that roughly one-quarter of what's recorded on VCRs is never played back--and at least three-quarters of played back material involves the use of fast-forwarding over commercials." The report goes on to make an extensive case against VCR ratings, but Magna says it never meant to imply it would exclude that data from its negotiations, only that it would not add DVR ratings on top of what it already believes to be ratings estimates that have been exaggerated by the inclusion of VCR data. "Only if Nielsen removes VCR recording would we consider using even ratings based on 'Live plus Same Day of DVR Playback,'" the agency said. -- Joe Mandese