ABC TO DROP HOUSEHOLD TV RATINGS

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Household TV ratings are one step closer toward going the way of the slide rule and 8-track tape, as ABC will no longer report or recognize household numbers.

The network instead has embraced total viewer figures, a move NBC made last year.

"Ever since total viewer ratings were available on a daily basis since 1987, we've tried to move the measurement from households to total viewers," said ABC's Larry Hyams, VP for prime-time audience analysis.

The importance of the adults 18-to-49 demographic among advertisers has been well-documented, with those numbers serving as the best gauge of how a TV*network performs from a sales standpoint.

The debate between households and total viewers is more of a network prestige issue.

CBS plans to stick with household ratings for the time being.

Mr. Schneider is a reporter for Electronic Media.

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