Networks hoping for C7 to be the new standard in ad sales take note: it looks like 2014 won’t be the year the extended ratings numbers become the new negotiating yardstick.
AdAge reported Wednesday that GroupM looks to be the only agency to apply C7 to all of its clients this year.
Most other agencies will continue to rely on C3 numbers as they make their upfront deals with the networks.
According to AdAge, C7 might not even be where some of the agencies want to focus:
“C7 falls short of what the industry can do,” said Sam Armando, senior VP, director of strategic intelligence at SMGx. Moving to C7 from C3 isn’t a step forward in the same way that moving to commercial ratings from program ratings several years ago was, he said.
Regardless of the yardstick used, it seems that few upfront deals have been struck so far the year. AdAge speculates that the disagreements over which ratings measurement to use could be part of the holdup.
Read More: AdAge
Brief Take: With the rapid evolution of viewers’ TV habits, the industry needs to figure out how it wants to monetize ratings and cross-platform viewing in order to maintain some semblance of stability in budgeting.
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