Disney CEO Bob Iger echoed CBS’ Les Moonves in advocating a change in TV ad sales to include all ad views in the seven days after a show airs — up from the current three. The “story of the year,” he told analysts this evening, is the “greater penetration of DVRs and the greater usage of DVRs.” That has contributed to the startlingly big decline in prime time ratings at the major broadcast networks. That would seem to justify “an expanded look from a Nielsen and an advertising perspective at seven days versus three.” Unlike most other execs, Iger says that the networks may bear some responsibility for their ratings. “There seems to be an absence of new, big, buzzworthy hits,” though he says it’s too early to write off the season. He also says he believes ABC’s schedule is pretty solid. He identified Nashville as one of the series that he thinks could catch on. But he adds: “Would I like ABC to put on the schedule a big hit at the beginning of the year? Of course.”

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