ANA Television Advertising Committee opposes elimination of Live Only Data Stream for Local Ratings.
November 1, 2009
The ANA Television Advertising Committee strongly opposes Nielsen’s recent decision to modify the reporting data streams made available in local markets. This modification would eliminate the Live Only data stream in January 2010 and replace it with the new Live + Same Day stream.
ANA opposes the elimination of the Live Only stream for the following key reasons:
* Commercial viewing levels would be overstated as local ratings are for programs and not commercials and therefore do not take into consideration commercial skipping in DVR playback.
* Many advertisers and agencies negotiate local market deals with the media using Live Only ratings as their currency.
“The ANA, and more specifically the ANA’s Television Advertising Committee, has continually been a strong advocate for increased granularity when it comes to commercial ratings,” said ANA President and CEO Bob Liodice. “ANA would welcome the opportunity to serve as a bridge for the industry to find a mutually beneficial solution for local ratings for advertisers, agencies and the media.”
The full statement from the ANA Television Advertising Committee can be found at http://www.ana.net/localratings>
