A top Nielsen executive Thursday told TV station executives that it has decided to make time-shifted ratings data the currency for the local TV advertising marketplace. The potentially controversial move, disclosed Thursday during a panel at the Television Bureau of Advertising’s annual conference in New York, was made to put the local TV advertising marketplace on more of an even keel with the national TV marketplace, which as been utilizing time-shifted ratings as the basis of its trading currency since the 2007-08 television season. But unlike the national marketplace, which ties those time-shifted audiences to commercial minute ratings, the local TV ratings will continue to be based on program average ratings.

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Tags: Advertising, Online-Advertising, Media, Internet-Marketing

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