The CBS Affiliates Board today came out in support of a recent TVB position supporting Live Plus Same Day ratings. Here’s the statement from the CBS group:
“New York, May 10, 2013 — The CBS Affiliates Board supports the recent TVB statement that local Live Plus Same Day ratings data is currently the most representative of the national C3 standard, according to Chris Cornelius, CBS Affiliates Board Chair and President/COO of Barrington Broadcasting.
“’As television viewing behaviors evolve, it’s imperative that we are willing and diligent in keeping pace with the realities of the consumer, and that has to include making sure that we support the most representative data available for our advertisers,’ stated Cornelius. ‘Today, the most reasonable approximation of the national C3 standard, at the local level, is Live + Same Day data. We know that time-shifting is becoming more prevalent, so it is our responsibility as local broadcasters to make sure that the current local measurement of our primary screen is in line with how people consume TV. The CBS Affiliates Board further concurs with TVB president Steve Lanzano that local TV measurement must be poised to “progress as the national currency advances to capture C7 and cross platform viewing.”’”