4As and TVB ask Nielsen to change TV data stream

The two organisations have asked Nielsen to favour a time-shifted measurement, replacing its Live Only data stream with Live +1.

Currently, Live Only captures households or people viewing a programme at the actual time of telecast. Delayed viewing in excess of 25 seconds is not recorded.

Live +1 data captures delayed viewing within 24 hours of a pre-recorded programme, as well as viewing at the time of broadcast.

Steve Lanzano, president of the TVB, said: “As television viewing has evolved, the Live +1 stream is now the best representation of the spot TV audience."

The measurement is the closest approximation to national C7 ratings, he said.

Louis Jones, executive vice-president of the 4As Media & Data Practice, said: “Live +1 marks significant progress in empowering media buyers with more actionable and accurate audience data to make buying decisions with.”

The move comes six months after Nielsen’s announcement that it would incorporate YouTube TV and Hulu’s live TV programming into its linear TV ratings. The three organisations are currently in discussion about the proposal.