Television ratings take a step backward.
Nielsen’s Live-Plus ratings include DVR (TiVo, etc.) viewing one, three, or seven days after a program originally airs. This means ratings (and corresponding commercial prices) are going up while many question if the actual commercials are being seen more often.
The number of DVRs is growing and “live only” ratings are consequently declining. Nielsen replaced their local live ratings with “live-plus-same-day” in April 2010 despite the AAAA asking them to reconsider because “live-plus-same-day” overstates audiences that have skipped commercials. In response, the 4As suggested estimating local delivery by adjusting down the “live-plus-same-day” ratings.
- 58% of all commercial pod viewing is interrupted by dial switching or an activity other than viewing (talking, reading, eating, leaving the room, etc).
- 99.98% of American TV households have no input at all into Nielsen’s metrics.
- 44.3% of US households now own a DVR.
Geopath Ratings take a step forward.
Geopath Ratings not only match the power of Nielsen’s ratings by including demographics: they take a giant leap out front of them, reaching beyond the Opportunity-to-See based ratings of television’s live and live-plus metrics.
Using eye-tracking data and visibility adjustments, along with the engaging nature of traveling the roads and highways of America itself, Geopath Ratings don’t just tell you who could have seen an ad, but who actually did.