C3 Out, C7 In?
MediaPost’s Wayne Friedman writes about how C7 ratings are increasing in importance for TV networks…
Although advertisers don’t pay for seven days of viewing, more top network TV shows are grabbing big week-long DVR viewership — with many programs now getting a 50% increase from time-shifted viewing.
Many shows until recently were only gaining 30% to 40% higher numbers when including a week’s worth of time-shifted viewership. But now, many programs are registering much higher numbers, for the most recent reporting week in late October.
This growing research has pushed senior TV-media executives to seek a change in the way they make deals with advertisers — possibly looking to extend from the current three-day media deal model, the live average commercial ratings plus three days of DVR playback metric (C3).
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