Nielsen’s mandate to begin offering on-demand commercial ratings (ODCR) has come closer to fruition, as the TV measurement giant is on the brink of being able to insert current commercial loads into library VOD content.
C3 Ratings Currency
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.
In what may be the most cogent argument for the adoption of the C7 ratings currency, TiVo Research on Monday revealed that broadcasters beholden to the dated C3 metric are leaving hundreds of millions of dollars in ad sales revenue on the table.
It’s getting mighty crowded at the bottom of the broadcast barrel, as nearly two-thirds of the new network series are delivering less than a 2.0 rating in the dollar demo.
Just days after reiterating his advocacy for a more inclusive ratings currency, CBS Corp. CEO Les Moonves told investors that he wants to expand beyond the proposed C7 stream.
On the heels of a trio of back-nine orders at CBS, Fox today announced that it has made a full series commitment to its new Monday night sitcom, Brooklyn Nine-Nine. Nine-Nine’s back-nine brings its total order to 22 episodes.
While Les Moonves appears to have mothballed his side gig as the grand prognosticator of the upfront, the CBS Corp. president and CEO remains outspoken about the marketplace as a whole. Speaking to investors this month at a Deutsche Bank media confab, Moonves took another run at TV’s prevailing currency.
After taking a good, long look at TiVo’s set-top-box data as it pertains to prime time broadcast ratings, one influential analyst is of the opinion that Les is more.
Weeks after expressing his support for a switch to a new ratings currency that would include seven days of time-shifted deliveries, Les Moonves is now predicting that the change will happen by mid-2014 at the latest.