Jun
03
Why C7 Won't Be an Upfront Standard This Year Despite GroupM Agreements
Posted in: Uncategorized
Other media agencies aren’t likely to follow in GroupM’s footsteps by striking broad agreements to use C7 in upfront deals this year, according to people familiar with the upfront market.
GroupM has entered into agreements with broadcasters including CBS, Fox and NBC to pay for ad time based on commercial ratings across seven days, a measure called C7 in the industry. The current standard, C3, only considers commercials seen within a three-day window.
While most agencies did C7 deals for select clients during last year’s upfront, GroupM’s agreements will apply to a breadth of clients across its portfolio of agencies, according to people familiar with the pacts, making it the biggest move yet into paying for seven-day viewing.
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