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US TV Ad Bureau Backs Live + 3
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 .
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