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When advertisers, agencies and TV networks meet with Nielsen officials on Nov. 30 to discuss what data the company should include in its commercial ratings, much of the debate will focus on a new stream that would calculate audience levels based on live viewing plus two or three days of DVR playback.
Earlier this year, agencies and their clients insisted on basing ad buys on “live-only” program ratings for the upfront market. But buyers now say they are open to including some amount of playback viewing into the calculation of commercial ratings.
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