Ratings Changes Fuel: Broadcast and Cable Fight

摘要

The war of words between TV stations and cable operators over the relative merits of their advertising avails will escalate again next month, when Nielsen unveils an expanded, updated version of its local ratings reports. Broadcasters and cable operators, convinced the changes will boost their businesses, eagerly await the new reports. Some have already prepared presentations into which numbers can be dropped once the November reports arrive in mid December. "It's interesting how both sides look at this as a great opportunity," said Bill Spell, vice president of sales at Cox Television. The changes have to do with the way local audiences are portrayed in the report. Data on viewing via DBS services, which ad buyers and sellers now must calculate using household-penetration figures, will be added, revealing how much viewing actually occurs in wired homes.