TiVo: Adherence to C3 Is Sucking Millions Out of TV Ad Market

$87.8 million down the tubes—and that’s just the impact on the top 10 shows

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.

According to TiVo’s analysis of its top 10 “Season Pass” broadcast series (a designation reserved for the shows that subscribers most commonly flag for automatic, full-season recording), there is an average lift of 8.2

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