In Depth

Nielsen Commercial Ratings Show Drop From Live Numbers

The Nielsen Co. today released its new commercial ratings for the first week of the season on the five broadcast networks. During the week, the commercial ratings numbers used for advertising sales were 1 percent lower than live program ratings, which was the standard used last year.

ABC and Fox actually showed higher numbers for average commercial minute ratings plus three days of digital video recorder playback, or C3, in both the key adults 18 to 49 demographic and the people 12 to 34 age bracket, according to calculations by Steve Sternberg, executive VP of audience analysis at ad buyer Magna Global.

The biggest drop was recorded by The CW, which went from a 1.06 live program rating to a 1.02 C3 rating among adults 18-49 and from a 1.27 live program rating to a 1.22 among people 12-34.

Comparing live plus three days of program viewing to C3 commercial ratings, Mr. Sternberg found that the program ratings were about 16 percent higher among adults 18-49 at the five broadcast networks, indicating the difference between the number of people watching the program and the number of people watching the commercials. Because C3 was used to make advertising deals this year, advertisers are not paying for the commercials being skipped, but are paying for commercials watched on a delayed basis by DVR users.

Broadcast Commercial Live+3 Ranking for Sept. 24-Sept. 30

Program Network

Persons 2+ Live+3 Commercial (000)

P2+ Live Program (000)

1) CSI

CBS 23,826 23,764
2) Dancing With the Stars- Monday
ABC 19,865 20,262

3) Grey's Anatomy

ABC 19,181 19,050
4) Desperate Housewives ABC 17,492 17,889
5) Dancing With the Stars- Tuesday ABC 17,463 17,794
6) House Fox 17,062 16,737
7) Without a Trace
CBS 16,230

16,302

8) Dancing With the Stars- Results
ABC 15,966 16,128
9) Heroes
NBC 14,893 15,003
10) NBC Sunday Night Football NBC 14,480 14,859
11) CSI: Miami
CBS 14,406 14,539
12) Private Practice
ABC 13,437 13,452
13) Extreme Makeover: Home Edition
ABC 13,143 13,857
14) NCIS CBS 12,945 13,284
15) Bionic Woman NBC 12,883 13,032
16) Cold Case CBS 12,860 13,186
17) Survivor: China CBS 12,841 12,820
18) Two and a Half Men
CBS 12,718 12,641
19) Brothers and Sisters
ABC 12,156 12,135
20) CSI: NY CBS 12,063 12,327
21) Cane CBS 11,861 10,994
22) 60 Minutes CBS 11,841 12,620
23) Criminal Minds CBS 11,711 11,976
24) Rules of Engagement CBS 11,449 11,869
25) Law and Order: SVU NBC 11,169 11,569
       

Source: Nielsen Media Research

Leave a comment

Comments 21

user-pic

Greetings, i am thrilled to skim all of on this blog and am very excited and happy to say that the writer has done a very good job here to put all the best stuff and information in one place, i will brag about this information with a recommendation on my site.

user-pic

Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It's very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

user-pic

Who has not dreamed of simply being the homecoming queen? And the way loads of occasions have we dreamed of becoming wealthy, or thriving, or pleased with our relationships?

user-pic

I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

user-pic

Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

user-pic

High quality info here! Keep up the great work. I love the feelings being expressed.

user-pic

Thank you for the sound critique. Me and my neighbor were just preparing to do some research about this. I am very happy to see such great information being shared freely out there.

user-pic

Great blog!! You should start many more. I love all the info provided. I will stay tuned :)

user-pic

Ah, the evening Designer Luxury Handbags . Handbags everyday women can be very large and bulky, and full of everything from tires to old recipes cartoon character. The evening bag, but is an elegant and stylish container only the bare necessities for a lady of the night in the city.

user-pic

Amazing freakin blog here. I almost cried while reading it!

user-pic

Great wordpress blog here.. It's hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

user-pic

Yo. First of all - fantastic blog! Secondly this information was also good and interesting to read, but I don't think everything you have said is real truth. I will need to google about few things you have mentioned in your artcile to make sure. But anyway thanks for the great effort and good luck on writing other articles. P.S sorry for bad English, I aren't English native speaker.

user-pic

Not much of reader but your article kept me interested enough to finish

user-pic

Kudos for the great piece of writing. I am glad I have taken the time to read this.

user-pic

Amazing freakin blog here. I almost cried while reading it!

user-pic

I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it's rare to see a nice blog like this one these days.. :)

user-pic

This is the best blog I've ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

user-pic

Neat blog layout! Very easy on the eyes.. i like the colors you picked out

user-pic

I need to tell you that I'm an IT professional and your site doesn't validate for xHTML.

user-pic

Hey, really enjoyed this post! Shed light on a few things I didn't understand. Thank you.

user-pic

Hey, really enjoyed this post! Shed light on a few things I didn't understand. Thank you.