CBS Is Leading the Charge on C7 Currency

Network wants to get paid for bonus impressions

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.

Speaking to investors on Nov. 6, the president and CEO of CBS Corp. announced that his ad sales team has begun making ratings guarantees outside of the standard C3 window. After months of agitating for a more inclusive currency, one that incorporates as many as seven days of time-shifted deliveries, Moonves has begun the process of wringing value from an overlooked audience segment.

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