While broadcasters continue to peddle the narrative that live ratings data isn't at all relevant in an age of time-shifted viewing, hyper-fragmented audiences and the steady erosion of appointment TV, the currency data suggests otherwise. According to the latest batch of Nielsen C3 data, commercial deliveries and live-plus-same-day ratings remain statistically simpatico, so much so that it's becoming glaringly obvious that only a handful of shows are recapturing a significant amount of "lost" ad impressions in playback.