Nielsen has come up with an answer after hearing from TV station executives that the measuring service needs to account for time-shifted viewing. MediaPost reports that the company says it will offer a separate data stream that will include one day of delayed viewing.
The live program-plus-one-day of time-shifted viewing metric will be provided to local TV stations in addition to the standard live-only program ratings, MediaPost reports.
“The company says the metric will first be available via monthly reports, starting in July. In addition, there will be daily reports, starting in September, which Nielsen says will be ‘precisely reporting on each live [program] plus 27 hours of [time-shifted] viewing,'” the story reports.
MediaPost adds: “Nielsen says the live-only program ratings would still be tabulated and available, but would not appear as a published stream in third-party processors’ systems. The TV measurement company says it is working with media-buying systems that work with TV stations, including Mediaocean, Strata and WideOrbit, to ensure smooth delivery of the new TV data stream.”