US TV Ad Bureau Backs Live + 3

November 18 2008

In the US, the Television Bureau of Advertising has announced its support for Live + 3 program ratings as the standard for local buying and planning in LPM and metered markets – and has praised Nielsen for its early commitment to introduce relevant ratings. Nielsen’s own research indicates that over 92% of household viewing is live, viewing in playback mode still has value to advertisers, in particular because a high percentage of commercials are still watched in real time and not fast-forwarded through when played back. TVB’s Chris Rohrs comments: ‘Nielsen data indicates that in 3 days, over 90% of all playback has already taken place – and much of that playback – 51% to 86%, depending on daypart - occurs on the same day a program was recorded.’ He continues: ‘We encourage stations to promote and use Live + 3 program ratings, and we encourage advertisers to take advantage of the valuable viewing that Live + 3 program ratings can deliver. For the vast majority of advertisers, ads that air within three days of original airtime will still serve to build awareness of a campaign, motivate consumers to react to a time-sensitive sales event, or cause consumers to take another desired action.’ He concludes: ‘TVB’s analysis of Nielsen data leads it to conclude that Live Only program ratings do not reflect the new realities of television viewing in local markets. The Live + 3 standard represents a more accurate estimate of audience behavior.’ Nielsen will introduce additional local data streams as early as the third quarter of 2009, when Live + Same Day program ratings may become available. Web sites: www.nielsen.com and www.tvb.org . The Nielsen Company:All newsCurrent job vacancies Simple printable version of this article. Email this article to a friend. Register for News emails