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When C3 ratings arrived on the network TV scene two years ago, they forever changed the national TV currency. But it’s unlikely that L3 ratings (live plus three day), introduced in January by Nielsen in its 21 local people meter markets, will have as much effect, if any.
At least three major buying shops—Starcom, GroupM and Carat—stated they will use only live ratings to place their clients’ campaigns.
Nielsen (Mediaweek’s parent) came up with the different metric to provide some insight into the impact of time shifting on local TV audiences.
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