July, 2013 Analysis
In July 2013, Steve Lanzano, President and CEO of the TVB was quoted in a TVB press release that “While it’s natural to assume that season finales and May Sweeps events may lead to an increase in live viewing, the data demonstrates otherwise. In fact, the gap between Live+SD and C3 continues to narrow with the Live+SD rating only 5% above the national C3 rating, while the Live Only rating is 16% below C3. This is a wider gap from last season, when Live+SD was 8.5% ahead of national C3 and Live Only was almost 11% behind C3 -- and we expect the distance to continue to expand.”
Valari Staab, President of the NBC Owned Television Stations commented in an NBC release, “As consumers rely more and more on time-shifted viewing, we strongly believe that Live Plus Same Day ratings data best reflects how people watch television today and should be adopted as the minimum standard for local viewing measurement. With 63 percent of DVR playback occurring within the same day a show first airs, it makes perfect sense to update the local measurement standard to most accurately and reliably represent today’s television viewership habits.”
Broadcaster Support for Local Live + Same Day Ratings (Press Releases)
A TVB analysis of Nielsen data revealed that for the full 2012/2013 broadcast season, Local Live + Same Day ratings were within 5% of the national C3 ratings. Live-Only ratings, conversely, were 16% below it. The data trend shows that the Live + Same Day gap has shrunk and the Live-Only gap has widened for several years now. The chart below illustrates these changing relationships among A25-54 primetime viewers across all programming types.
Source: Nielsen Media Research. Primetime Daypart (Mon-Sat 8-11p;Sun 7-11p). 25 LPM Markets, 5NET. Live AQH, Live+SD AQH, Live+3 AQH, Live+7 AQH (Arianna). C3, C7, Live AA, Live+SD AA, Live+3 AA, Live+7 AA (Npower cut back to 25 LPMs). Season dates 9/24/12-5/22/13
April, 2013 Analysis
On April 18, 2013, a TVB press release quoted Steve Lanzano president and CEO of TVB: “Live + Same Day data is not only more accurate, it is the most logical and reasonable measure of local television viewing. 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.”
The NBC Affiliates Board chair Jordan Wertlieb, president Hearst television, responded with an NBC release stating: “With C3 data being unavailable in the local markets, it only makes sense to simplify the media-buying process by better relating local-TV audience data to the nationally accepted C3 ratings currency.”
ABC's Affiliate Board chair and VP, General Manager of PostNewsweek-owned WPLG-TV, David Boylan, issued an ABC release saying: “In this era of growing DVR penetration, VOD usage and screen-shifted viewing, it is essential that our industry have the most reliable and accurate local viewing data. The ABC Affiliate Board supports TVB’s assertion that local Live + Same Day data most closely approximates today’s national C3 data.”
Click here to read Steve Lanzano's MediaPost TVBlog on Local Live + Same Day Ratings.