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When Nielsen begins releasing commercial minutes ratings data to advertisers, agencies and TV outlets in May, the data will be available in six different versions.
In addition to the three streams of data Nielsen already publishes - live only, live plus same day, and live plus seven day - Nielsen will add live plus one day, live plus two days and live plus three days of playback via digital video recorders, writes MediaPost.
In addition to the three new streams of data, Nielsen is altering its definition of a “day,” changing its tracking from 24 hours to 27 hours so that prime time programs that are aired again on a second day can be credited for first-day viewing, according to the article. Clients will have the opportunity to evaluate the data streams from May through the end of August, at which time Nielsen will evaluate whether they should become the official ratings currency for the new TV season.
The new ratings should provide for greater accountability for the networks’ advertising exposure. The networks themselves hope the shift will allow them to regain time-shifted audiences as part of their ratings guarantees to advertisers. The networks tried to do just that during last year’s upfront advertising marketplace, but due to soft market conditions, advertisers were able to refuse to deal based on anything but live only data.
During a public client meeting held by Nielsen Dec. 7, 2006 in New York, the consensus that live only ratings might not be the best measure of the TV marketplace, but that live plus same day, or live plus one or two days might make more sense.
Nielsen’s clients will receive the six streams of data for free for six months of evaluation, but clients will be charged separately for each stream if and when they become the ratings currency in September.
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