Nielsen Delays Meeting on Commercial Ratings

Nov 17, 2006  •  Post A Comment

Nielsen Media Research pushed the date of its meeting with television executives and advertising buyers on how to measure commercial ratings back to Dec. 7 from Nov. 30.

Nielsen on Friday said many clients were going to a conference in Los Angeles on Nov. 30 and that waiting will allow greater participation.

The meeting was called so that ad buyers and TV networks can try to reach a compromise on measuring delayed viewing of commercials by people who use digital video recorder users. The networks don’t like the currently available measures of live viewing and live plus same day DVR viewing and ad buyers and marketers won’t accept live plus seven days.

The added delay in picking a playback interval will make it more difficult for any system to be implemented in time for the 2007-08 upfront.

Some networks and ad buyers have suggested a compromise of live plus two or three days might move the process forward toward creating a new system that would measure how many people watch commercials instead of the current system which measures how many people watch programs.