Discovery Communications said today (Feb. 18) it will begin reporting results for the majority of its networks' programming based on Live + 3 ratings and delivery data.
The shift covers most programming, except live shows and specials, for Discovery's U.S. networks, including Discovery Channel, TLC, Animal Planet, Investigation Discovery, Science Channel, Destination America, American Heroes Channel, Velocity, Discovery Life Channel and Discovery Family Channel.
Explaining its rationale. Discovery noted that Q4 2014 premieres across its top networks saw an average increase of 23% in P25-54 delivery when looking at Live + 3 versus Live + Same-Day results. For the year, some series premieres were up as much as 42% (TLC's Sister Wives) in Live + 3 over Live + Same Day. Other series premieres with double-digit gains last year were Discovery Channel’s Gold Rush (up 41%) and Bering Sea Gold (up 35%), and Animal Planet’s Pit Bulls and Parolees ( up 37%).
“As time-shifted viewership continues to increase, Live + Same-Day data no longer captures an accurate picture and value of our audience, and the lift from Live + 3 for many of our top programs is significant and growing,” David Leavy, chief communications officer for Discovery Communications. “As a company – and an industry – it is critical that we adapt the way we measure and report our viewership, and have a complete representation of the full audience.”