Hearst Television Supports TVB's View Of Live Plus Same Day As Closest Approximation Of C3 Ratings

NEW YORK, Aug. 21, 2013 /PRNewswire/ -- Hearst Television is voicing support for the finding of the Television Bureau of Advertising (TVB) that Live Plus Same Day ("Live+SD") ratings represent the closest approximation in local TV measurement to the C3 ratings used for network advertising.

The Live+SD time-shifted local-TV audience ratings for June show an increasingly close relationship to the C3 ratings standard used by national media buyers and networks, according to a TVB analysis.

"The trends are clear," said Jordan Wertlieb, president of Hearst Television Inc.  "Live Plus Same Day is on track to approximate C3 even more closely."

The TVB analysis of Nielsen data for June 2013 indicates average-quarter-hour Live+SD ratings were within 6% of C3 ratings for the month.  This represented a year-over-year narrowing from 12% in June 2011 and 8% in June 2012 to 6% in June 2013. This is also the third consecutive month of such changes, with April and May each narrowing the difference between Live+SD and C3 ratings.  

At the conclusion of the 2012/2013 broadcast season, season-long Live+SD ratings were within 5% of C3 ratings, significantly closer to C3 than Live-Only ratings, which showed a 16% variance.  The season-long data include months in which Live+SD ratings were at near-parity with C3 ratings.

"With today's technology, viewers have more options and more control than ever before," Wertlieb said.  "Clearly our business must be given better credit for viewership in the new landscape."  

"Whether it is delayed viewing or viewing on the best available screen in and out of the home, local broadcasters should be fairly compensated for the valuable viewers we deliver to advertisers," Wertlieb added.  "Live Plus Same Day viewing has repeatedly demonstrated it is the closest representation of the C3 national currency and is the closest approximation today for our customers to fairly compare national and local media values."

The TVB already has received public support in the Live+SD effort from the ABC, CBS and NBC Affiliate Boards as well as major broadcast TV groups.  

Hearst Television, a national multi-media company, owns and operates 29 local television stations and two local radio stations, serving 30 U.S. cities and reaching approximately 18% of U.S. television households.  The TV stations broadcast 60 video channels, featuring local and national news, weather, information, sports and entertainment programming, and local community service-oriented programs.  The stations also host and operate digital on-line and mobile platforms that extend the company's brands and content to local, national and international audiences.  Hearst Television is recognized as one of the industry's premier companies, and has been honored with numerous awards for distinguished journalism, industry innovation, and community service.  Hearst Television is a wholly owned subsidiary of Hearst Corporation.  The Company's Web address is www.hearsttelevision.com.

SOURCE Hearst Television