The long and short of this is while nationally there is an agreement to buy and sell advertising based on live commercial viewing plus 3 days worth of DVR viewing, no commercial viewing is measured in the local markets. Instead, Nielsen has opted to start Live plus same day DVR program viewing in the local markets versus the previous Live program viewing measurement.
The Association of National Advertisers (ANA) is pressuring Nielsen to change back to just live program viewing in the absence of any commercial viewing measurements at the local level.
ANA is the second major advertising organization to ask Nielsen to change its decision. Last week, the American Association of Advertising Agencies’ Media Policy Committee sent a scathing letter to Nielsen chairperson Susan Whiting, accusing the research firm of “taking sides” with the broadcasters, changing the currency and interfering with the negotiation process.
Because the metrics on the local level do not take into account commercial viewing, many advertisers and agencies only feel comfortable with live only.