The nets [TV networks] are pushing for what's known as the "three-screen solution" -- a single rating that would combine the viewership of programs via TV or DVR, online and by mobile devices. Broadcast execs optimistically view it as a way for them to fight back against the tide of declining audience share for their mothership nets.
There's no certainty that advertisers will pay premium rates for such "cumed" ratings, but nets can't even make the pitch if they don't have reliable data to back it up.
Monday, August 24, 2009
From Cynthia Littleton in Variety: