Letter to the Editor, Television Business Report, Jan. 10, 2006

Recently much has been written about Nielsen Media Research's "brand new" DVR measurement.  While most writers have pointed out that this is new to Nielsen's national (NTI) service, another important aspect of this story is being missed.

Nielsen has actually been measuring DVR usage in its local metered markets since April 2005 and in its local diary markets since the introduction of the new 8-day diary during the May 2005 Sweep.  In fact, Tampa Bay has been one of Nielsen's most-measured markets for DVR usage as it's had more Active-Passive meters in it than any other Designated Market Area in the U.S.

We've seen 2.6% sign-on to sign-off HUT increases with the inclusion of DVR viewing comparing data year to year in the Tampa Bay DMA.  Additionally, according to WFLA-TV Research Director Jennifer Yarter, we have witnessed these improvements in NBC primetime programming with the addition of DVR-included (or "LivePLUS") data:  " Las Vegas" and "Surface" have both gained nearly a full household ratings point, increasing their program average rating by 9%.  "The Apprentice" and "ER" have also each gained close to a ratings point.

As broadcasters, we've long felt that we weren't necessarily getting all of the credit that was due in terms of time-shifted viewing like this.  It's nice to know that Nielsen is finally able to capture it.

Brad Nimmons
Director of Broadcast Research
Media General Broadcast Group