What You Should Have Read, March 28, 2008
Mediaweek reports that beginning with the May survey period, Nielsen will provide live-plus-three-day ratings in local people meter and metered markets. Up until now, Nielsen had provided live- and live-plus-seven-day data streams. Unlike the network TV ratings streams, which are based on commercial-minute ratings, the local TV ratings will be based on program averages. Whether or not live-plus-three-day ratings will become the standard remains to be seen. Time sensitive advertisers, such as retailers, prefer to make decisions based on live ratings.