Tribune Broadcasting Endorses Live + Same Day Ratings as the Minimum Standard for Local Viewing Measurement

Tribune Broadcasting Endorses Live + Same Day Ratings as the Minimum Standard for Local Viewing Measurement

As a follow up to the TVB News Release (July 8, 2013) confirming that Local Live+ Same-Day TV Ratings is the closest representation of C3 audience viewing, please see the following statement from Tribune Broadcasting:




Tribune Broadcasting, a division of Tribune Company, has announced support of  TVB’s position that Live + Same-Day ratings data is more representative of the national C3 standard, with Live-Only results moving further away from C3 averages.

According to a recent study of Nielsen data conducted by TVB, the 2012/13 season indicates Live + Same Day Time-Shifted ratings are just 5% above the national C3 rating. By contrast, Live-Only program viewing data was 16% below C3 for 2012-13. The data trend shows that the Live + Same Day gap has shrunk and the Live-Only gap has continued to widen.

“Time-shifting is a growing part of the consumer viewing experience, with 65% of that viewing occurring before 2 am  the next day, the measurement methodology must evolve to reflect these viewing habits,” said Larry Wert, President, Tribune Broadcasting. “We strongly believe Live +Same Day is a more accurate metric to measure commercial viewing for spot TV and should be adopted as the minimum standard for local viewing measurement.”


TRIBUNE MEDIA COMPANY is home to a diverse portfolio of television and digital properties driven by quality news, entertainment and sports programming. TRIBUNE MEDIA is comprised of Tribune Broadcasting’s 42 owned or operated local television stations reaching 50 million households, national entertainment network WGN America, available in 72 million households, Tribune Studios, and Tribune Digital Ventures, including the websites Zap2it and TVByTheNumbers, and Gracenote, one of the world’s leading sources of TV and music metadata powering electronic program guides in televisions, automobiles and mobile devices. TRIBUNE MEDIA also includes Chicago’s WGN-AM, the national multicast networks Antenna TV and THIS TV. Additionally, the company owns and manages a significant number of real estate properties across the U.S. and holds other strategic investments in media.

Media contact:

Tribune Company
Gary Weitman
312 222.3394