Ad
agency Carat USA says it doesn't want network TV ratings to include PVR viewing numbers in the current season and is
requesting "further discussions" before they are included in the 2006-2007
season. "Carat believes the best solution is for the industry to stick with live ratings through the balance of
the 2005-06 broadcast season and have further discussion regarding 2006-07," the ad agency wrote in a report.
"This will allow a more definitive look at how DVR playback activity impacts program ratings."The networks would rather base their commercial rates on some kind of inclusion of PVR viewing numbers as it pumps up the ratings on some of its most-popular programs. The ad agencies and their clients are putting their heads in the sand if they think that PVR owners aren't boosting the ratings of many TV shows. And it hasn't been proven yet that PVR owners aren't watching a good chunk of those commercials, as they not want to bother fast forwarding, don't know how, or are just too lazy to do it. And then there are folks like me who sometimes forget they're watching recorded programming and do nothing.
Via MediaDailyNews.
1. It's a little late for this, as Nielsen Media Research is already publishing ratings that include DVR viewership.
Posted at 10:22AM on Jan 30th 2006 by AS