CAB comments on Nielsen announcement


The Nielsen Company is aiming to make Live + Same Day the primary ratings data stream in LPM and Set Meter markets, but first it wants more feedback from local stations, ad agencies and other clients (see Television News). The plan is to make Live + Same Day the primary stream, effective in December, with some other changes as well.

TVBR asked for agency and association comment. Here’s what we have so far:

Said Ira Sussman, SVP Research & Insights Cabletelevision Advertising Bureau (CAB):
“This recommendation is born out of a cross-industry meeting where we agreed the local marketplace needed to simplify the data available in buy/sell negotiations. The data shows (nationally) that there is value in time-shift data – that the majority of viewers even in a time-shift environment are still watching commercials. The decision to use Live+SD – to include all Live viewing plus same-day time-shifted viewing – is a great compromise between Live-only and Live Plus 3 data streams. I think it’s great that Nielsen has asked the industry what they thought, listened to their commentary, and has issued a strong recommendation for positive marketplace change. We support Nielsen’s recommended plan for Live+SD local market data currency.”