In an effort to give their clients, local cable, agencies, advertisers, sales execs and researchers, what they want, Nielsen is proposing to make Live+Same Day the primary ratings data stream in Local People Meter (LPM) and Set Meter Markets. Following a June 2009 meeting, Nielsen clients, almost unanimously, have indicated that they want Nielsen to offer the Live+Same Day data stream and will use it to negotiate local TV time both from the buying and selling sides of the desk. Diary measurement in diary markets will also use the Live+Same Day standard to ensure consistency between methodologies.

Originally it looked like Live+3 would be the new industry standard, but according to Nielsen, it was not what the industry wanted and just never took off. As it turns out, Live+Same Day includes 63% of all the time-shifted viewing that will occur for that day.

It’s estimated that the data stream modifications will become effective December 2009. Live+3 and Live+7 Data will still be available.