Press / Agency Viewpoint: It’s Time to Move to C7 Ratings
May 06, 2014 · Ad Age
Agency Viewpoint: It’s Time to Move to C7 Ratings
Ad Age published a guest column advocating that the TV industry replace C3 ratings (commercial ratings plus three days of DVR playback) with a C7 standard reflecting a full week of time-shifted viewing, citing DVR penetration nearly tripling to 48% and live viewing among 18-49-year-olds falling 36% over four years. The author argues advertisers currently get delayed-viewing audience "for free" under C3 and that C7 would better align pricing with actual viewing behavior, while allowing exceptions for time-sensitive campaigns.