Media buying agency Carat is calling on major TV networks to delay using Nielsen's new measurement data based on playback of programs via DVRs for the balance of the 2006-07 season, MediaPost reports (via MediaBuyerPlanner). According to a new position paper released yesterday by Shari Anne Brill, VP and director of programming at Carat USA, other big ad agencies including Magna Global USA and Mediaedge:cia also believe that live ratings should remain the standard measurement until the new DVR data can be better understood.

Earlier this week, Nielsen acknowledged the presence of strange anomalies when DVR data was added back into live ratings.

TV networks have urged advertisers to include DVR playback data when making buys, but agencies have claimed since the beginning that, because the level of ad-skipping cannot be measured, playback viewing will not be considered.