DVRs lead to confusion

DVRs, those convenient little boxes, are wreaking havoc among television networks and advertisers. Last year, “live+same day” viewing was the industry standard for ratings discussions with Madison Avenue. That is, the average number of viewers who watched a program the same day it was initially broadcast on the network. This year, with DVR penetration what it now is, “Live+7″ may be the more relevant number for industry navel-gazers interested in figuring out how many people were attracted to a show. This is a much harder number to arrive at. Starting this season, advertisers are buying commercial time based on a so-called “C3″ stat. - the rating for the commercial breaks in a TV program, and it includes people who watched the program up to three days after its initial telecast. Here, too, most advertisers will be looking at the “C3/18-49″ stat. Even worse, it takes Nielsen three weeks to put out a C3 figure. [Link]

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