NEWS28 October 2015
US — Measurement company Nielsen is pushing for major changes to the 2006 industry agreement that defined C3 and C7 television ratings.
The C3 metric was launched in 2007 and refers to the ratings for average commercial minutes in live programming plus total playback by digital video recorder (DVR) for up to three days afterwards, while C7 — launched in 2012 — refers to the same ratings but with DVR playback for seven days afterwards.
Nielsen reportedly has the capability to measure ratings up to 35 days after live airing for both linear and digital TV, and has developed a tool that enables measurement of viewers across all platforms, not just TV.
According to Ad Week, the company recently convened a meeting of leading industry executives to discuss the issue, and its goal is to have updated criteria in place for next year’s upfronts (when TV networks sell advertising time for the upcoming season).
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