A group of broadcast networks led by NBC and including CBS, Fox, and the WB, this week reportedly plan to unveil an official response and DVR data presentation to media agencies' with their position on time-shifted TV audiences. In all likelihood, Nielsen's new Shifted Average Audience estimates (SAA) will be a major topic in the response as well. Most agencies have said ratings for programs recorded on DVR/PVRs should be deducted in their negotiations with the networks, that live ratings are the only currency. The networks are likely to say the opposite - - time-shifted viewing presents more opportunities to see advertisers' commercials. Indeed, SAAs include all subsequent playback instances of DVR-recorded shows.

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Some, agencies, however, like Magna Global and Mediaedge:cia, according to MediaPost, claims it will accept DVR audiences if the networks would agree to accept commercial (spots) viewing ratings, via Nielsen's new minute-by-minute respondent-level national ratings data tape.

Says Nielsen VP/Client Communications Laura James: "That would be the trade-off, because the assumption is when the commercials are on, the ratings are lower. We find that is not always the case, but that doesn't necessarily mean that people will still think that. Our new minute-by minute, person-by-person tape released to clients flags the commercial minutes. And they can use this tape in any third-party proprietary software, whether it's their own or from an outside vendor. So yes, the data is there, but it will always be a negotiation between buyer and seller as to how they are going to use that data."

Nielsen will begin tallying time-shifted DVR viewing 12/26. As previously announced, subscribers will get three sets of data - - live viewing only, live plus one day of time-shifted viewing and, a week later, the final tally with live plus seven days of DVR playback data (10/20/05 RBR #206). But that leaves open the age-old question: "Who's number one?" All of the networks want bragging rights to their top shows as quickly as possible. Nielsen is asking clients what numbers should be distributed as the weekly currency for promotional and publication purposes. It won't really be a fourth data stream, but it will be a snapshot at one point in time. It's possible that Nielsen will distribute weekly ratings numbers for both live viewing and live plus one day of DVR playback. And what about season-to-date ratings? It would seem to make the most sense to include all data that's available, which would mean that all DVR viewing would be included, except for the most recent week.