Nielsen to add same-day DVR data to ratings in January

The firm consulted clients earlier this year to discuss whether a new metric was needed after its research found that 63% of programmes were watched on the day they were recorded on digital video recorders (DVRs), some within an hour.

Nielsen initially planned to introduce the new Live + Same Day data stream in December but pushed it back a month to avoid disrupting the buying and selling process, which is usually based on calendar quarters.

Once introduced, the new data stream will run alongside existing measurement systems in local people meter (LPM) markets.