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NEW YORK The broadcast upfront marketplace negotiations are stalled because both the networks and media agencies are far apart in their discussions about whether Nielsen Media Research’s Live Plus 7 day ratings should be factored in when guarantees are determined.
Live Plus 7 refers to a program’s Nielsen rating plus a week of playbacks on DVRs.
“Everybody’s talking, but nobody is listening,” said one network sales executive. “Live Plus 7 is the big hurdle. The agencies are pretty dug in on the side that says Live Plus 7 should not be used at all, while all the networks are taking a strong position on the opposite side.
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