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CBS juices ratings with on-demand viewers

By
Claire Atkinson
Published Sep. 18, 2013, 10:15 p.m. ET

CBS has figured out a way to boost TV ratings — and it has nothing to do with Robin Williams in “The Crazy Ones.”

In a first for the network, CBS on Wednesday started counting viewers who watch shows on-demand just like it would any other TV viewer, ad buyers told The Post. That means VOD viewership will be included in the ratings currency that advertisers and networks use to negotiate commercial time.

CBS wouldn’t confirm the change but said in a statement: “VOD is an increasingly important platform for our viewers. We remain committed to making sure that our programs are available to those viewers in all ways that are fully counted and recognized by Nielsen.”

So-called C3 ratings — the industry standard — include live viewing plus DVR playback and video-on-demand usage within three days of the original broadcast.

CBS is joining other networks in getting Nielsen credit for VOD viewing so long as it doesn’t alter the commercial ad load that appears in the original program.

As fewer people watch shows live and more “binge watch” via Netflix, Hulu and other streaming options, networks are fighting back by touting VOD options.

Craig Woerz, co-founder of ad agency Water Cooler Group, said he has several TV clients that are focused on VOD marketing campaigns to boost ratings since fewer viewers are tuning in to live TV.

“To some degree, the clients feel they’ve found the secret sauce. They see that viewers aren’t watching live and they’re making it possible to pull people in [via VOD].”

Last season, live audience ratings for the Big Four networks fell 7.5 percent — the steepest drop-off six years, according to media-buying shop Horizon Media.

“[Live] ratings were down dramatically last season,” said Marc Morse, senior vice president at ad agency R.J. Palmer. “Advertisers ask where it’s all going ,and some of it, at least the younger demos, are watching on demand.”

The biggest share of VOD viewers, 31 percent, are younger viewers ages 18 to 34 years that advertisers are eager to reach.