9:51am PT by Mikey O'Connell
More Cable Networks Give Live and Same-Day Ratings the Cold Shoulder
Cable's mounting distaste for partial ratings data has prompted a slew of other networks to shun live-plus-same-day ratings.
At the Television Critics Association winter press tour on Thursday, NBCUniversal Cable Entertainment announced that its entire suite of networks will now be holding off on ratings reporting until live-plus-3 measurements (which include DVR and on-demand) are factored in. Those networks include Bravo Media, E! Entertainment, Esquire Network, Oxygen Media, Sprout, Syfy and USA Network. (Metrics on live sports and entertainment, specials and event programming will still be delivered once live-plus-same-day numbers are in.)
“Increasingly, live-plus-3 metrics are a more accurate reflection of the performance, appeal and reach of our networks’ original programs,” said NBCU Cable Entertainment brand strategy exec vp Liz Mahaffey. “Considering ever-growing use of DVR, VOD, digital and other nonlinear viewing options, live-plus-same-day is merely a chapter in a much larger and more diverse ratings story.”
The move comes after a similar live-plus-3 move from FX Networks in 2014 and just a few weeks after HBO announced its intention to hold off until live-plus-7, on-demand and HBO Go data are all available.
There is also a big desire among the broadcast networks to downplay live-plus-same-day numbers — though for now, they're compromising by including time-shifting projections with their next-day reporting.