75 Percent of Networks Will Use C7 Advertising Metric for Upfront Deals

VAB survey caps shift after decade using C3

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Step aside, C3. Your upfront reign is over.

Around 75 percent of broadcast and cable networks will use Nielsen's C7 metric as their primary currency for this year's upfront deals, according to a new survey from the Video Advertising Bureau. That represents a shift from the C3 standard that has been in place since the metrics were adopted in 2006, said Sean Cunningham, president and CEO at VAB, which is made up of 110 broadcast and cable networks and the 11 largest multichannel video programming distributors.



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