The GateWorld blog is reporting on the ratings for the season premier of Stargate Atlantis, ‘Search and Rescue’. While Nielsen reported 1.8 million viewers, giving a 1.3 rating, that’s under their ‘Live + Same Day’ ratings. Under their ‘Live + Seven Day’ ratings, which includes delayed DVR viewings, the numbers jumped to 2.4 million viewers, which would yield a rating of 1.7. This is direct evidence of the difference DVRs make to viewership and ratings, a difference which will only increase as DVR use grows. The industry is facing a massive change in how ratings are measured and ads are sold, and the advertising industry can only resist the use of DVR-based ratings for so long. With services like TiVo’s Stop||Watch able to provide detailed statistics on ad viewing there may be all new methods of advertising sales and ratings measurement yet to come.