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Networks to Yield to Buyers, Opt For ‘Live Only’
In a movement that would likely settle the argument that has stalled this year’s broadcast TV upfront negotiations, networks have been expected to yield to buyers’ demands that deals be based on “live” ratings rather than Nielsen Media Research’s Live Plus 7 day ratings, meaning advertisers might not have to pay for extra ratings from time-shifted viewing on DVRs, according to several media buying execs, writes MediaPost.
Support for the “live only” results include the unified stance taken by the large media agencies against Live Plus 7 ratings; the belief that future deal making will rely on minute-by-minute ratings instead of the DVR ratings; and a somewhat dreary market.
One network considering dropping its case for time-shifted ratings guarantees is ABC, which offered up a last-minute decision to possibly use minute-by-minute ratings, according to two buying executives. Also, Fox is ready to begin closing deals and is believed to be in more serious discussion with buyers than the other Big 4 nets, said media buying execs.