MediaPost Publications Nielsen To Eliminate Live-Only Local TV Ratings 03/31/2010 - 0 views
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For the better part of 50 years, advertisers have used live-only as their currency. In the last few years, Nielsen has added new streams of program data to account for time-shifting. But few, if any, advertisers made deals on these other metrics.
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From a TV station's perspective, Thomas says, live-plus-same-day viewing "is more reflective of the way people are consuming TV these days." About 60% of time-shifted viewing occurred during the same day, usually within a few minutes of the live airing.