After a four-month delay, Nielsen said it’s going forward with a plan to end live-only local TV ratings, a change which has been protested by top media agency groups, MediaPost reports.
The ratings, which cover about 70% of local U.S. television homes, will be eliminated in favor of overnight access to three other types of data: live program-plus-same-day-time-shifting of programming, live-plus-three-day time-shifting and live-plus-seven-day shifting.
The change will be effective April 1st, and comes after Nielsen delayed the implementation from its original scheduled date of Dec. 1. But Starcom MediaVest Group Exchange and Group M said the elimination of live-only local TV ratings will give local TV stations an instant ratings boost and increase ad dollars, MediaPost says. TV station groups, on the other hand, have been pushing for the change.