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.
Persons 2+ Live+3 Commercial
P2+ Live Program (000)
|2) Dancing With the Stars- Monday||ABC||19,865||20,262|
3) Grey’s Anatomy
|4) Desperate Housewives||ABC||17,492||17,889|
|5) Dancing With the Stars- Tuesday||ABC||17,463||17,794|
|7) Without a Trace||CBS||16,230||
|8) Dancing With the Stars- Results||ABC||15,966||16,128|
|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|
|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|
|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