The Push for C7 Ratings?
MediaPost’s David Goetzl writes about Ted Harbert, Chairman of NBC Broadcasting, floating a ratings landscape reshaping trial balloon…
Harbert suggested a rise in time-shifted viewing means networks are undercompensated with the current ratings system that drives the national marketplace. The industry standard uses a C3 number, which rolls up commercial viewing over a three-day period after broadcast.
“It’s time to consider a move to a C7 metric,” Harbert said at the NBC upfront presentation.
It was a surprising venue to launch the charge. Upfront presentations are usually reserved for some plugs about network progress and a focus on programming, rather than hinting about contentious negotiations.
Then again, Radio City Music Hall was filled with media buyers, and it was a way to reach masses of them at once. SMGX, the large media buying entity, didn’t seem ready to shake hands, tweeting: “While that is great for NBC, is it good for our clients?”
This entry was posted on May 15, 2012 at 7:15 am and is filed under Ratings Related . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.