Meredith Corporation has joined the growing list of broadcasters who support the TVB analysis that Local Live + Same Day ratings are the most representative of the actual viewing audience.
“For an industry that’s ready to shift its attention to capturing all the impressions that are being accumulated on cross-platform devices, we need to first accept that time-shifting on television – the primary viewing device – is integral to how local viewing is done today,” said Paul Karpowicz, president, Meredith Local Media Group. “Without accounting for time shifting, we are leaving a significant number of impressions unaccounted for our advertisers, and that shortfall will only increase as the industry adds more time-shifting to the ratings standard.”
According to TVB in its July 2013 analysis, Live + Same Day ratings for the last broadcast season were within 5% of the national C3 ratings while Live Only ratings were 16% below C3.
ABC, CBS, NBC and Tribune so far have all issued press releases in support of TVB’s position on Live + Same Day Ratings.