Live Plus Same Day: TVB’s Unshifting Position - Steve Lanzano, President and CEO, TVB

Letamp8217s say this commentary was posted yesterday is it still of value to you today What if you save it to read two or three days from now Should your page view be countedOf course your page view should be counted In fact it could be argued that youamp8217re a more engaged reader because youamp8217ve taken extra effort to amp8220timeshiftamp8221 your consumption of this columnNational television advertisers would likely agreeThatamp8217s why in 2007 advertisers and the networks decided to make C3 three days of commercial viewing data the currency for the national TV marketplace That data stream measured the growing trend among viewers to watch their favorite TV shows up to three days after they aired live and captured all those days of commercial viewingIn Q4 2012 Nielsen reported that 96 of Prime viewing occurred within three days while only 67 occurred live As TV consumption habits trend toward greater timeshifted and screenshifted viewing there is considerable buzz that C7 will start replacing C3 in the 2013 Upfront Among key Upfront dealmakers the first C7announcement question seems to be amp8220whoamp8221 rather than amp8220whenamp8221Network programs and the national commercials within them are seen by viewers on affiliate television stations in local markets Those local audiences have the same timeshifting viewing habits as network audiences because they are the same audience Therefore it makes sense to TVB that the most accurate measure of local timeshifted viewing the data stream that most closely correlates with the accepted network standard be acknowledged by the industryToday that data stream is local Live Same DayAccording to Nielsen there is currently no path to C3 ratings locally and there wonamp8217t be in the foreseeable future What is available is Liveonly Live Same Day Live 3 Days and Live Seven Day data streams Given that C3 is the accepted standard for national television Nielsen has been monitoring the correlation of Liveonly and Live Same Day ratings to C3 since 2010 Consistent with the increase in timeshifting viewing behavior Live Same Day data has moved closer and closer to C3 while Liveonly has moved farther and farther awayTVB recently released the results of a Nielsen analysis of timeshifted data The data reveals that the gap between Live Same Day and C3 has closed to within 4 while the gap between Liveonly ratings and C3 has widened to nearly 25 As confirmed by the ABC and NBC Affiliate Boards it is local broadcastersamp8217 intention to have data available to brand managers and advertisers that is most representative of consumersamp8217 true viewing behaviors On behalf of the ABC Affiliate Board David Boylan Board Chair and VP General Manager of PostNewsweekowned WPLGTV Miami said in a recent statement amp8220In this era of growing DVR penetration VOD usage and screenshifted viewing it is essential that our industry have the most reliable and accurate local viewing data The ABC Affiliate Board supports TVBamp8217s assertion that local Live Same Day data most closely approximates todayamp8217s national C3 dataamp8221And in his statement on behalf of the NBC Affiliate Board Jordan Wertlieb Board Chair and President of Hearst Television said amp8220Itamp8217s clear that technology has enabled viewers to increase their consumption of and loyalty to broadcast television shows and that all viewing whether live or delayed should be captured and credited to the program provideramp8221 Wertlieb added amp8220With C3 data being unavailable in the local markets it only makes sense to simplify the mediabuying process by better relating localTV audience data to the nationally accepted C3 ratings currencyamp8221MediaPost recently took TVB to task for amp8220amp8230offering up all kinds of data that at its core was an effort to forestall commercial ratings ever being used as currency in local marketsamp8221 That is not our intention Rather TVB along with major local television broadcasters is advocating for audience measurement that most accurately represents viewer and consumer behaviorSimply put Live Same Day data is not only more accurate it is the most logical and reasonable measure of local television viewing It mirrors the threeday timeshifted currency currently accepted by network advertisers and prepares local TV measurement to progress as the national currency advances to capture C7 and cross platform viewingSteven J Lanzano joined TVB as president on January 1 2010 He came to the association from MPG US where as chief operating officer he was responsible for the strategic and operational leadership of MPG39s marketing and service professionals across the US He oversaw all client accounts at MPG including Fidelity Dannon Volvo Reckitt Benckiser Sears CBS Films and McDonald39sRead all Steve39s MediaBizBloggers commentaries at Local MattersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Live Plus Same Day: TVB’s Unshifting Position - Steve Lanzano, President and CEO, TVB

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