Buyers Debate C3 Ratings

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NEW YORK While media buyers continue to clash over the efficacy of the C3 ratings currency and the impact it is likely to have on the television marketplace, most agree that the new metric isn’t built for the long haul.

In a lively Thursday panel session hosted by the Advertising Club, top buyers offered dueling interpretations of the metric, which was developed as a compromise measure this spring after clients demanded more accountability from their network partners in the form of minute-by-minute ratings guarantees.

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