Bravo, E! and USA Network are the latest networks to move to reporting only Live+3 ratings data for their shows, NBCUniversal Cable Entertainment announced Thursday during its Television Critics Association Winter press tour presentation.
The company announced it will only distribute Live+SD (same day) ratings – which has been the traditional measurement standard – for sports/entertainment, specials and event programming.
The move to Live +3 ratings for Bravo, E! Entertainment, Esquire Network, Oxygen Network, Sprout, Syfy and USA Network, follows similar moves from FX and HBO, which also have moved away from reporting Live +SD ratings for its shows. Those networks feel Live+3 ratings more accurately represent the amount of viewers watching a particular show given the increase in DVR, VOD and digital program viewing.
NBCUniversal reports that a number of series have seen significant increases from L+SD to Live+3 ratings among Adults 18-49 including USA's Graceland (+83%); Bravo's Top Chef (+81%); Syfy's Dominion (+80%); USA's Royal Pains (+77%) E!’s “The Soup” (+65%).
“Increasingly, Live+3 metrics are a more accurate reflection of the performance, appeal and reach of our networks’ original programs,” said Liz Mahaffey, EVP, Brand Strategy for NBCU Cable Entertainment in a statement. “Considering ever-growing use of DVR, VOD, digital and other non-linear viewing options, L+SD is merely a chapter in a much larger and more diverse ratings story.”
R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.
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