FX tweaks ratings model for The Strain by looking at/releasing Live+3 numbers

Can't help but think this is a good thing if other networks pick up this practice and legitimately start looking at DVR numbers. Now whether that happens, who knows. At least it's good to have out there.

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FX drama “The Strain” has delivered impressive ratings since its Sunday night premiere, emerging as the biggest new cable drama in young adults this summer and perhaps the biggest ever for the network. But a bigger story is that it took FX this long to tout its performance.

In a first for a TV industry grappling to get an accurate handle on audience measurement in the DVR era, the network waited until Nielsen issued its “Live + 3? numbers on Friday to release any ratings data to the press. The “Live + Same-Day” numbers were issued by Nielsen on Tuesday, and reported in some outlets, but they are increasingly becoming irrelevant for a business whose chief advertising currency is sold off numbers that include three days’ worth of DVR playback.

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“With the exception of sports, news and live events, Live+Same Day ratings no longer accurately reflect the audience delivery for a scripted entertainment program,” said FX’s John Solberg in a note accompanying Friday’s ratings release. “We believe they grossly mischaracterize the actual audience due to the multiple data streams and platforms. Therefore, our first acknowledgement of any ratings will be on a Live+3 basis and beyond.”

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