Summary
According to Nielsen, as much as 20% of prime-time network television shows, such as House, American Idol, or Lost, is viewed after the original airdate. All of this leaves networks, advertisers, and ratings agencies scrambling to figure out who is really watching what -- and when. This has led to a new rating system, called either "C3" or "live-plus-three"; instead of only counting viewers who watch shows live, Nielsen counts anyone who records and plays back the program up to 3 days later. By the end of 2010, Nielsen's ratings will combine both DVR'd and online streaming content, says Pat McDonough, SVP, insights and analysis, Nielsen. Throughout 2010, some networks will be airing their online content exactly as it appears on television, longer commercial breaks and all. The good thing about online content, from an advertiser's point of view, is that it provides another medium on which to buy space.
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Extract
Tv Ratings: Do the Time Warp
If you've been awake and in North America since January, you're aware of the disaster that was Conan O'Brien's Tonight Show and how his ratings compared to both Jay Leno's prime-time talk show and David Letterman's show on CBS. As it turns o...
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