— TVB Analysis Confirms that Local Live + Same Day Ratings Consistently
Correlate with National C3 as C7 Upfront Talks Grow —
New York, NY, May 12, 2014 – With the start of the 2014 Network Upfront, TVB (www.tvb.org), the not-for-profit trade association of America’s commercial broadcast television industry, disseminated statements from three local broadcast station group heads endorsing a recent TVB analysis that confirms Local Live + Same Day television ratings (L+SD) are the most closely correlated local TV viewing measure to the national C3 television ratings standard.
Joining earlier support of L+SD by the station group heads of ABC, Belo, Cox, Gannett, Hearst, Meredith, NBC, Post-Newsweek, Scripps and Tribune, the leaders of LIN Media, Raycom Media and the Univision Television Group today expressed their support for L+SD as the local equivalent of national C3 based on TVB’s analysis of Nielsen data. The TVB analysis of 2014 first quarter viewing reveals a consistent trend in local time-shifted viewing whereby L+SD has closed the gap with C3, and has been pacing below C3 for the past two quarters. The analysis indicates that Live Only ratings fell to a new low of -24% below C3. To date, for the 2013-2014 broadcast season, L+SD ratings are -3% below C3, while Live Only ratings are -21% below the national standard. A five year trend analysis of first quarter data also indicates the gap has been narrowing between local L+SD and C3. For example, in 2010 L+SD was +10% above C3, in 2012 L+SD was +2% above C3 and in 2014 L+SD is -7% below C3.
Steve Lanzano, President and CEO of the TVB, commented, “Live + Same Day data is not only more accurate, it is the most logical and reasonable measure of local television viewing. It reflects the way consumers watch television, it mirrors the 3-day time-shifted currency currently accepted by network advertisers and prepares local TV measurement to progress as the national currency advances to capture C7 and cross platform viewing.”
“As indicated in TVB’s recent analysis, local time shifted TV viewing is growing and it is time for the industry to recognize Local Live + Same Day as the most precise measurement of our viewers,” said, Vince Sadusky, President & CEO, LIN Media. We support TVB’s position on the L+SD time shifted measurement as it captures every viewer, allowing advertisers to accurately value our strong local platforms.”
“It's increasingly important to our advertising clients for local broadcast television ratings to accurately measure the evolving viewing habits of TV audiences,” said, Paul McTear, CEO & President, Raycom Media, Inc. Broadcast TV viewers today watch not only live, but also on a near-live basis and as such, L+SD provides an accurate representation that allows for every viewer to be properly valued by advertisers and is consistent with the national C3 model.”
Univision Television Group
“TVB’s analysis of the season-to-date (October 2013 - March 2014) data is conclusive in showing that the current Live Only ratings standard for local broadcast television cannot be relied upon,” said, Kevin Cuddihy, President, Univision Television Group, Inc. “For this reason, L+SD television ratings should be the measurement of choice for broadcast TV viewing behavior.”
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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