Paul Karpowicz, president, Meredith Local Media Group: “Without accounting for time shifting, we are leaving a significant number of impressions unaccounted for our advertisers, and that shortfall will only increase as the industry adds more time-shifting to the ratings standard.”
Meredith Backs TVB On Live+Same Day
Meredith Corp. today announced its support of TVB’s position that live-plus-same-day ratings data is most representative of the national C3 standard
“For an industry that’s ready to shift its attention to capturing all the impressions that are being accumulated on cross-platform devices, we need to first accept that time-shifting on television — the primary viewing device — is integral to how local viewing is done today,” said Paul Karpowicz, president, Meredith Local Media Group. “Without accounting for time shifting, we are leaving a significant number of impressions unaccounted for our advertisers, and that shortfall will only increase as the industry adds more time-shifting to the ratings standard.”
The TVB analysis shows that live-plus-same-day ratings for the concluded broadcast season were only 5% above the national C3 season average, while live-only ratings showed a growing gap of 16% below C3.
Meredith’s Local Media Group owns or operates 13 television stations that reach nearly 10% of U.S. television households.
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