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Unlike the TV and cable networks that have adopted a live-plus-three-day ratings standard, local TV has been split between live and live-plus-seven. But on Friday (Nov. 14), the Television Bureau of Advertising took a stand, advocating that the industry use live-plus-three program ratings for local planning and buying in local people meter and metered markets.
The position runs contrary to many stations, which prefer live-plus-seven, which inevitably yields a bigger audience number (and higher rates), and agencies, which prefer live ratings, especially for particularly advertisers with time-sensitive campaigns, such as retailers.
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