Nielsen To Offer DVR Data In US
Nielsen Media Research is offering its US clients data showing the impact that DVRs are having on shows broadcast by US networks.
The networks called on Nielsen to provide time-shifted data so they could give advertisers an idea of how many viewers were watching live and later in playback mode.
Starting this week, Nielsen is offering data sets for the viewing period beginning April 30, showing live viewing, live viewing plus playback on the same day, and live viewing plus playback for one, two, three and seven days.
The data files allow clients to view individual minute ratings, including commercial minutes, at any interval of playback ranging from one minute delayed viewing to seven days.
“Today’s launch of average commercial minute ratings culminates a year-long effort to deliver a new way of measuring television viewing,” said Sara Erichson, executive VP of client services at Nielsen. “Nielsen worked very closely with all client groups to develop this new measurement.
“Our clients will determine which of these data streams they want to use for negotiating the buying and selling of advertising.”
According to Nielsen, around 17% of households in the US currently have digital TV recorders, whilst within those households, 58% of broadcast primetime viewing takes place live, with 42% occurring through some form of playback.
Nielsen Media Research: http://www.nielsenmedia.com