It's been nine years since networks and advertisers agreed on the eligibility criteria for C3 and C7 TV ratings, but given the seismic shifts in the industry since then, it feels more like 90 years.
Even with Kevin Reilly out at the News Corp broadcaster and ratings declines from an aging American Idol, Fox has managed to score a serious deal: GroupM, arguably the biggest media agency network, is buying C7 guarantees.
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.
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.
With a third of the 2013-14 TV season on the books and the networks having settled down for a long winter’s nap, NBC retains a comfortable lead over the rest of the broadcast pack.
Chalk some of it up to simple ratings growth but never underestimate the power of a good tree house integration.
If earnings season has been predictably drama-free—devoid of high-impact spectacles like the presidential election and the Olympics, the summer quarter was a somewhat drowsy affair—leave it to Les Moonves to produce a palpable frisson in the TV marketplace.
Troubled by historically weak prime-time deliveries, broadcast executives have begun making a case for adopting a more expansive ratings currency, one that would wring more favorable results from time-shifting viewers.