Hasta La Creative!

Next week, members of the media industry will converge at various New York midtown venues to view program schedule pitches by the major national broadcasters. It signals the seventh anniversary of Nielsen Media Research’s move to C3 ratings — providing standardized ratings for commercials during live broadcasts of programs, plus three days of playback.

The deal was groundbreaking at the time. Advertisers and their agencies wanted to pay for the audience that actually saw their ads. Previously, ratings measured average audiences for live programs, not specific commercials. The quid pro quo for the networks was recognition for later audiences of their programs that they hadn’t been earning credit on. They negotiated with the agencies and settled on C3.

It’s time to now move to C7 ratings, and here’s why.

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