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NBC’s Heroes has pulled a 7.3 live program same day cume rating, for the combination of its original Monday, Sept. 24, debut and its Saturday, Sept. 29, repeat.
That’s 12 percent higher than the unofficial 6.5 rating among viewers 18-49 that was issued a week ago, writes MediaPost.
NBC took advantage of a new rule from Nielsen, announced over the summer, which said that networks could combine two airings of the same episode of a show, if the advertising within the show was exactly the same for both airings.
Nielsen was able to use the new ruling to its benefit because a single advertiser, Nissan, was the sole sponsor of both telecasts.
Nissan bought the air time on Heroes before the Nielsen rule change was made. According to agency executives, it will be difficult for other networks to make similar deals. To do so, networks would either have to sell their entire inventory for both episodes to a single advertiser, which is rare, or to get all of the same advertisers to agree to run the same commercials in the same order in a second episode. Industry executives say the chance is remote.
The new rating for Heroes doesn’t really help NBC all that much from an advertising standpoint. From the marketing side, however, NBC may be able to point to some rating gains, as its seasonal tallies will be slightly higher.
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Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
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