Nielsen To Eliminate Live-Only Local TV Ratings

By Andrew Gauthier 


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.

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…