The so-called C7 ratings — which rate how many people watched commercials in TV shows airing live and over a seven-day period — are not currently the currency of TV advertising. But all indications show that they may be as soon as next year.

That paradigm shift can’t come too soon for TV networks, who are leaving hundreds of millions of dollars on the table by not being able to count C7 ratings in advertising buys, says Adweek. Currently, the industry uses the C3 rating — how many people watched commercials live and over three days of viewing — but research shows that many shows’ ratings increase significantly when the entire week is included.

Those ratings gains may look small when considered just as a number. For example, season to date, ABC’s “Modern Family” only added two-tenths of a ratings point to its key demographic rating when comparing C7 to C3. That was also true for ABC’s “Marvel’s Agents of S.H.I.E.L.D.”, CBS’ “The Big Bang Theory,” Fox’s “The Following” and NBC’s “The Blacklist”, according to Adweek.

That said, even those small gains mean lots of money left unclaimed. As Adweek’s Anthony Crupi points out: “Assuming your network books $3 billion in annual ad sales revenue, even as little as a 4 percent lift would translate into leaving $120 million on the table.”

Earlier this week, TiVo released a study making similar claims, although Adweek’s independent analysis of Nielsen data found that even more money was being left behind that TiVo suggested

The broadcast networks have been pushing for this change for a while, with CBS CEO Leslie Moonves in November telling analysts:

“We have already concluded deals with some significant clients for seven-day viewing. We expect [C7] to be the norm for next season. There is clearly value in advertising that’s seen between days four and seven … and beyond. We intend to monetize that going forward.”

READ MORE: Adweek, MediaLife Magazine

Brief Take: C7 ratings are coming, and marketers need to be promoting shows to drive viewing throughout the week on VOD and on catch-up platforms.

Image courtesy of US Weekly

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