HBO will shift to Nielsen’s Live Plus 7 ratings measure as of Jan. 1, becoming the next network following FX to de-emphasize overnight numbers, reports Variety.
The decision “aims to send a message about the growing importance of evaluating a show’s performance after viewers have had a week to catch up with a program on various platforms,” the article reports.
FX made the decision to issue only Live Plus 3 ratings for series premieres earlier this year.
Of course, since HBO is a premium cable network, it doesn’t have the same issues that impact ad-supported networks. Advertisers only want to pay for viewing made within the L3 timeframe, the report notes.
“But as a matter of bragging rights, HBO and every other network are seeing big audience swings away from live viewership,” the article points out. “Even a broad-based hit like ‘Game of Thrones’ derives a solid proportion of its viewers from VOD, DVR and streaming plays, as well as reruns across HBO’s suite of channels.”