MediaPost
The Nielsen Company is going ahead with its controversial plan to eliminate live-only local TV program ratings, which covers around 70% of local U.S. television homes.
This comes after a four-month delay from the original date, Dec. 1, when the TV research company intended it to go into effect. The change begins April 1.
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Now, TV advertisers and stations will only have overnight access to data for three different data streams — live program-plus-same-day time-shifting of programming, live-plus-three-day time-shifting, and live-plus-seven-day shifting — to account for their media buys. More…