Hasta La Creative!

GroupM is striking agreements with broadcasters to do business on a C7 basis for its clients during upfronts, according to multiple people familiar with the talks. Actual commitments for ad time aren’t the focus; instead the parties are laying groundwork to do deals that consider commercial ratings over the course of a week instead of the current industry standard of three days.

GroupM, the powerful media buying division of WPP Group, has done select C7 deals in the past for specific clients, but these agreements will be broader and will apply to all of its clients.

Fox and CBS confirmed they have each struck agreements with a major agency to do business on a C7 basis, but declined to identify the agency.

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