The C3 ratings system, which averages live ratings with three days of DVR viewing, was implemented for network television in 2007. These ratings differ from traditional live program ratings in that they take into account commercial viewing during DVR playback. Nielsen believes it is ready to apply this metric to TV sports starting with the 2009 NFL season, but networks are resisting the change.
Sports were not initially included in this system because the regional nature of sports programming makes the process a bit more complex than for consistent national programming. Commercial breaks occur at different times in different markets and fluctuate from game to game. Nielsen needed some time to fine-tune the new metric and ensure there were no technical problems. They now feel confident that C3 can do for sports what it is doing for other programming: offering advertisers a more precise measurement of who is watching their commercial.
But networks (who refused to officially comment) are not convinced. Their main concerns are the methodology and potential errors. Compounding the issue was a memo from Nielsen recently acknowledging that it made errors processing the ratings for five NFL regional and national telecasts, as well as mistakes for a number of pre- and post-game shows and other segments.
Then there’s the fact that ratings will most likely drop an estimated 6 percent with the C3 system. This drop in ratings could equate to significant revenue loss for the $8 billion sports market. This, most likely, is the rub.
--Tessa G.span>
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