Tribune Broadcasting announced support of TVB’s position that Live + Same-Day ratings data is more representative of the national C3 standard, with Live-Only results moving further away from C3 averages.
According to a recent study of Nielsen data conducted by TVB, the 2012/13 season indicates Live + Same Day Time-Shifted ratings are just 5% above the national C3 rating. By contrast, Live-Only program viewing data was 16% below C3 for 2012-13. The data trend shows that the Live + Same Day gap has shrunk and the Live-Only gap has continued to widen.
“Time-shifting is a growing part of the consumer viewing experience, with 65% of that viewing occurring before 2am the next day, the measurement methodology must evolve to reflect these viewing habits,” said Larry Wert, President, Tribune Broadcasting. “We strongly believe Live + Same Day is a more accurate metric to measure commercial viewing for spot TV and should be adopted as the minimum standard for local viewing measurement.”
Tribune Broadcasting owns or operates 23 TV stations, WGN America on national cable, the national multicast networks Antenna TV and THIS TV, Tribune Studios and Chicago’s WGN-AM.
RBR-TVBR observation: As we’ve mentioned before, eventually the industry should move to a C7 standard to adequately measure multiscreen and time-delayed viewing. While media agencies and advertisers continually work out the value of consumers seeing ads days after they aired with the broadcasters/networks—or the value of a VOD ad, for example, vs. a live ad—the stations and the networks should be able to know how many people are watching the programming overall. C7 data will effectively provide that.