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.
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.
Chalk some of it up to simple ratings growth but never underestimate the power of a good tree house integration.