Cox Television Backs TVB On Live+Same Day

TVB analysis of Nielsen data for June 2013 indicates average-quarter-hour Live+SD ratings were within 5% of C3 ratings for the month. Said Jane Williams, CMG’s EVP for television: “As our consumers’ viewing habits continue to evolve, it is more important than ever for our industry and our advertisers to have the most accurate and reliable audience measurement data possible.”

Cox Television today released new evidence from TVB that live-plus-same-day (Live+SD) ratings closely approximates C3 ratings used for network advertising and should be the standard measurement for all spot TV buying.

Cox said: “In June, a TVB analysis showed that for the 2012-13 television season, local live-only ratings were 16% below the C3 average, while Live+SD was within 5% of the national C3 standard. Initial results from July confirm that the gap between Live+SD and C3 continues to narrow for the third consecutive year.”

Jane Williams, CMG’s EVP for television, commented: “As our consumers’ viewing habits continue to evolve, it is more important than ever for our industry and our advertisers to have the most accurate and reliable audience measurement data possible. The minimum standard on the local level is clearly the Live+SD data. Conversely, the live-only data stream is no longer relevant in today’s ever-increasing time-shifted viewing world.”


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