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Nets to Advertisers: Consider DVR Playback Viewing Data
The six major networks - ABC, CBS, NBC, Fox, UPN, and WB - plan to hold a press conference today to present the reasons that advertisers should consider DVR playback viewing when making their media buys, Adweek reports. The move comes a week after Magna Global declared it wouldn’t consider DVR playback viewing figures when purchasing TV time in next year’s upfront market.
Other than disaster-relief benefits, this is believed to be the first time the networks have made a joint presentation on advertising-related issues, proving just how important the topic of DVR playback viewing is. Currently, DVR penetration is estimated to be only about 8 million homes, and playback viewing - the hot button in DVR topics for the industry - makes up less than 5 percent of the total TV audience. But both sides of the issue seem to desire a conclusion before DVR penetration reaches critical mass.
DVR playback data - at issue because there’s no way to know just how many viewers are fast-forwarding through commercials - is complicated by the fact that Nielsen plans to offer four streams of data: one of live-only viewing minus any DVR playback; live viewing plus the first day of DVR playback; live viewing plus seven days of DVR playback; and the average of all ratings data for all but the most recent week, which would be based only on live viewing minus any DVR playback.