Let me guess, reach is the way to go?
Reach isnt the answer either - the viewership window is too narrow (although its the same one used to determine streaming ratings, so go figure). the answer used to be found in the quarter hour breakdowns that we used to get pre VOZ that enabled us to more accurately show the peak average audience before the drop off period.
Averages used to be determined by an average of the quarter hour breakdown data. Im fairly sure Ive linked the raw data format before. Ill see if I can find that data again, but sadly its not on this laptop.
However - averages arent that bad either, as long as we remember how average audiences are determined - Average Audience being determined by total viewers (over a given period)/time. - if I have the same average audience over a longer period of time, then more people will have watched in total.
the standard remains averages - which puts me at odds with various bigfooty members - and thats what Ill keep putting out until a better solution comes along. All Im saying is that the average audience of live matches isnt the only consideration when it comes to rights.