Valari Staab, president, NBC Owned Television Stations: "As consumers rely more and more on time-shifted viewing, we strongly believe that live-plus-same-day ratings data best reflects how people watch television today and should be adopted as the minimum standard for local viewing measurement.”
NBC Stations Backs TVB On Live+Same Day
The NBC Owned Television Stations division of NBCUniversal today endorsed TVB’s position that live-plus-same-day ratings data is most representative of the national C3 standard, adding that live plus same day should be the minimum ratings standard for local television viewing.
“As consumers rely more and more on time-shifted viewing, we strongly believe that live-plus-same-day ratings data best reflects how people watch television today and should be adopted as the minimum standard for local viewing measurement,” said Valari Staab, president, NBC Owned Television Stations.
“With 63% of DVR playback occurring within the same day a show first airs, it makes perfect sense to update the local measurement standard to most accurately and reliably represent today’s television viewership habits,” Staab added.
Reliable C3 ratings data is not currently available in local markets, NBC said, adding: “According to a TVB analysis of Nielsen data for the 2012-2013 television viewing season, live-plus-same-day ratings data is clearly the closest approximation to the C3 currency used by national advertisers. Live-plus-same-day ratings are just 5% above the national C3 rating; by contrast, live-only viewing data is 16% below C3 during the 2012-13 season.
“During last year’s 2011-12 season, the gap was even wider, with live-plus-same-day ratings 8.5% above C3 and live only 10.8% below C3.
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