All but a handful of the top 25 broadcast shows had lower C+3 Day commercial ratings (which measure commercial viewing within 3 days of airdate, and set advertising rates) than Live+Same Day program ratings during the broadcast primetime premiere week (September 20-26).
What that means is that fewer adults 18-49 watched the average commercial minute within 3 days of airdate than watched the average program minute within a day of airdate (the Live+Same Day ratings everybody reports).
Keep that in mind the next time you read networks'touting their ratings gains from Live+7 day program ratings.
Among the top 25 shows, onlyand The had higher C+3 day commercial ratings than Live + Same Day program ratings during premiere week. While and had effectively the same ratings between the two measures.
C+3 commercial ratings also had little effect on the top 25 rankings. Only The, and : Los Angeles moved into the top 25 rankings compared to the Live+Same Day program ratings.
Update: I've now compared all broadcast primetime shows for premiere week, and the same trend holds as for the top shows. Most shows C+3 ratings are slightly below their Live+Same Day program ratings. Almost none are above.
Top 25 broadcast primetime shows for adults 18-49 Commercial ratings (C+ 3 Day DVR viewing) (Sept 20-26):
|Rank||Show||Adults 18-49 C+3 Day commercial||Adults 18-49 Live+SD program rating||Change|
|9||FOOTBALL NT AMERICA PT 3||4.07||4.1||-1%|
|11||DANCING W/STARS RESULTS||4.01||4.4||-9%|
|18||MIKE & MOLLY||3.67||3.9||-6%|
|25||: LOS ANGELES||3.30||3.4||-3%|
Compare those with the top 25 rankings for Live+Same Day DVR PROGRAM ratings from the same week:
|Rank||Shows||R=Repeat S=Special P=Premiere||Net||18-49 Rating||18-49 Viewers|
|4||SUNDAY NIGHT NFL PRE-KICK||NBC||5.2||6,877|
|11||DANCING W/STARS RESULTS||P||ABC||4.4||5,726|
|14||FOOTBALL NT AMERICA PT 3||NBC||4.1||5,338|
|19||MIKE & MOLLY||P||CBS||3.9||5,182|