Nielsen adding Live+SD data for local markets
from Media Week:
To the collective relief of the local TV broadcast community, Nielsen told clients Wednesday (Sept. 9) it is ready to add a new live-plus-same-day data stream to its local people meter and set meter markets. The new metric, which would replace the current live metric, would be introduced in December.
Nielsen made the recommendation following a June 25 meeting and interviews with clients. But the research giant won’t push the button on the proposed metric changes until the end of this month, following an open period for client feedback.
Live-plus-same-day will be the second metric Nielsen has added this year in a race to keep up with the increasingly time-shifting TV viewer. In January, Nielsen added to live and live-plus-seven-day streams, with the live-plus-three-day metric, a somewhat controversial one that was spurned by major buying shops such as Starcom, GroupM and Carat, which resolved to use live-only ratings.
But while the L3 compromise didn’t quite catch on, clients are likely to give Nielsen’s live-plus-same-day recommendation a thumbs up.
“If someone delays a program for 33 seconds, it’s considered delayed,” said Kathleen Keefe, vp of sales for Hearst Television, one of several broadcast proponents for live-plus-same-day. “The playback audience is quite valuable and we need to be able to monetize it,” Keefe told Mediaweek earlier this year.
–lots more on Media Week