NEWS10 November 2009

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

Data analytics North America

US— Nielsen will introduce a new Live + Same Day TV measurement metric in January next year to provide ratings for shows that are recorded and watched on the same day.

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.