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Nielsen’s Live Plus 7 ‘Big Hurdle’ Holding up Upfront Deals
The broadcast TV upfront negotiations have stalled as both the networks and media buyers dispute whether they should consider Nielsen Media Research’s Live Plus 7 day ratings - referring to Nielsen ratings plus a week of playbacks on DVRs - when determining ratings guarantees, writes Adweek.
“Everybody’s talking, but nobody is listening,” said one network sales exec. “Live Plus 7 is the big hurdle. The agencies are pretty dug in on the side that says Live Plus 7 should not be used at all, while all the networks are taking a strong position on the opposite side. It feels like all the agencies have been talking with one another, because they are all taking the same position.”
Media agency execs said that the ratings discussions were delaying pricing negotiations, noting that serious business would not get underway until next week at the earliest. One network exec agreed, saying, “We’re not ready to talk price yet.”