Discovery Communications said Wednesday that it will stop publicizing overnight ratings in favor of reporting viewing that occurs in the three days after a show airs.
Broadcast networks have traditionally seen the biggest boost in live-plus-three-day viewership, but cable has led the charge to de-emphasize live ratings. Discovery, whose networks include its eponymous flagship as well as TLC and Animal Planet, joins the likes of FX Networks and HBO, which have also shifted away from giving the media overnight ratings.
"As time-shifted viewership continues to increase, Live + Same-Day data no longer captures an accurate picture and value of our audience, and the lift from Live + 3 for many of our top programs is significant and growing," said David Leavy, chief communications officer at Discovery.
The company said its top networks saw a 23% increase on average when accounting for viewership in the three days after a program airs versus the traditional live plus same-day metric among adults 25 to 54. Series like Discovery's "Gold Rush" and TLC's "Sister Wives" saw a 41% and 42% jump, respectively, the company said.