— Four Year Trend Reveals that as Time-Shifted Viewing Grows, Local Live-Plus-Same-Day Ratings are Within -1% of National C3 Standard, While Gap Between Local Live-Only and C3 Widens to Record -18% —
New York, March 17, 2014 – The TVB (www.tvb.org), the not-for-profit trade association of America’s commercial broadcast television industry, today issued the following statements from Steve Lanzano, President and CEO of TVB and Bill Fine, President and GM of WCVB-TV and TVB Chairman:
“Season-to-date (October 2013 - January 2014), the Local Live-Plus-Same-Day (L+SD) data stream at -1% of C3, is below the national standard for the first time while the industry’s current standard for Local TV (Live Only) is increasingly less accurate. Live Only dropped to -26% below C3 in January 2014, and season-to-date, that data stream is already -18% below C3 - its lowest index to C3 (82), for that period, since 2010 (93),” said Lanzano.
Lanzano added, “In January, L+SD Primetime A25-54 Ratings were -9% below the C3 average across Nielsen’s Local Peoplemeter Markets. This is the lowest performance of the L+SD stream relative to C3, and marks the 4th consecutive month in which the L+SD data stream was at or below C3 - another indicator that time-shifted local viewing is growing.”
Bill Fine added, "The Live Only data stream has not been relevant, for years, in Local TV's time-shifting and screen-shifting world. This latest data provides conclusive proof. Local Broadcasters are actively providing viewers with high-demand news and entertainment video content on every screen and for every schedule. For the cross-platform model to succeed for advertisers, agencies, research companies and broadcasters, every viewer has to be counted and valued.”
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TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.
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