While the broadcast networks are pressuring agencies and clients to start writing more deals against a C7 ratings currency, at first blush, it would appear that there’s little cause to rush into a paradigm shift. But nothing could be further from the truth.
Based on a close examination of each broadcast series’ C3 and C7 deliveries, there would appear to be very little to gain from adding the extra four days of playback to the data stream.
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