Spring 2014 Analysis
In May 2014, Steve Lanzano, President and CEO of the TVB was quoted in a TVB press release stating “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.”
TVB Press Release, May 12, 2014
A TVB analysis of 2014 first quarter viewing revealed a consistent trend in local time-shifted viewing whereby L+SD has not only closed the gap with C3, but has begun pacing below C3 for the past two quarters. The analysis also 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.
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), STD.
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.