• by Joe Mandese  @mp_joemandese, March 13, 2007

Early this year, following months of behind-doors meetings and a couple of public discussions with more than 100 of its clients, Nielsen Media Research decided to add three new data streams to its TV ratings for viewing conducted one-day, two-days and three days after a show has aired. The new data will bring the number of ratings streams Nielsen offers to six, and the TV researcher said it was doing so to accommodate the differing needs of its clients, but some have felt that having so many different sources of data flowing through the TV advertising marketplace might only confuse matters, creating the TV industry equivalent of Babel. On Monday, a group representing one of Nielsen's most important constituents, TV advertisers, indicated Nielsen may only need to offer two: "live" and "live" plus same day ratings.

As part of a white paper circulated Monday to advocate a move toward "brand-specific" commercial ratings (see related story in today's MediaDailyNews), the Association of National Advertisers released findings of a member survey indicating that the vast majority of national TV advertisers have no need for data accumulated beyond the same day a TV show is aired.

"'Live only' and 'live plus same say' data streams are critically important to advertisers, due to the short-term business requirements of most marketers," the white paper asserts, citing findings of a poll of its members on which "single data stream best fits your company's currency needs?"

Nearly a third (31%) of the advertisers said it was "live" only ratings, while nearly two-thirds (59%) cited "live" or "live" plus same day ratings.

The findings point to the divergent interests among Nielsen's stakeholders in the value of the new data streams. During its one-on-one meetings with clients, and during a special meeting held Dec. 7, 2006 to discuss it publicly, Nielsen said a consensus had emerged that "live" only ratings might not be the best measure for the TV advertising marketplace, and that "live" plus same day, or "live" plus one or two days might be fairer representation of audience delivery for advertisers. Nielsen's decision to offer six TV ratings streams - "live," "live" plus same day, "live" plus one day, "live" plus two days," "live" plus three days, and "live" plus seven days - came out of that meeting.

Now, a majority of the nation's biggest advertisers, are saying it need only be one or two streams. Not surprisingly, that position is being taken before the onset of upfront advertising negotiations for the 2007-08 TV season, suggesting the subject of TV ratings streams will be a volatile issue.

Which Fits Your 'Currency' Needs
"Live" Only	31%
"Live" Plus Same Day	28%
"Live" Plus One Day	9%
"Live" Plus Two Days	7%
"Live" Plus Three Days	3%
"Live" Plus Four Days	2%
"Live" Plus Five Days	2%
"Live" Plus Six Days	0%
"Live" Plus Seven Days	16%
Don't Know	2%
Source: ANA member survey.