​In a major coup for the Big Four broadcasters, media buyer GroupM has agreed to use C7-live-plus-seven-day viewing numbers for a major portion of its Upfront buying for the 2014-15 season.

Networks have been pushing for more use of the delayed viewing numbers as time-shifting become more popular with viewers.

Pricing and ad volume are still being worked out with the networks, according to multiple reports, but GroupM has agreed to the new metric.

Broadcasting & Cable reported that the shift from C3 to C7 may be one explanation for why no major upfront deals have been announced yet.

Read More: Broadcasting & Cable, AdAge

Brief Take: With the growth of time-shifting and delayed viewing, broadcasters are currently seeing a significant portion of their viewership ignored in ad sales talks. The shift to C7 will allow them to better monetize their viewing.

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