Should Advertisers Pay More for C7 Ratings?

As more and more viewers get comfortable with their DVR, networks would love to extend the period of delayed viewing counting toward ratings from 3 days to 7.  The good news is that shows would show higher ratings based on how consumers are really watching these days; the bad news, advertisers would pay more for those added quantifiable eyeballs.  According to the TiVo research, some show ratings could increase more than 10%.

At the same time, advertisers might need to challenge how often viewers are using trick features like fast forward on their DVR boxes to pass through the commercials to get to the show.  In my household, DVR and on demand viewing, especially during prime time, happens more and more often.  And the remote is close by in trying to judge when to start and stop the fast forward button.  Sometimes, the first commercial and last commercial in the break are viewed in getting close to the show content.

C7 Ratings, used to judge popularity of a show is certainly important.  But in regard to raising advertising fees, some formula might be needed to ascertain the true value of delayed DVR viewing.  Still it is nice to see that the rise of DVR viewing is seen as more than just 3 days from initial linear airing of a show. 

Looking at 10 top primetime shows on the broadcast networks, TiVo Research found $88 million in additional revenue that could be captured by switching to C7 from C3. The ratings lift ranged from a low of 6.2% for CBS’ The Good Wife to 10.9% for ABC’s Modern Family. - See more at: http://www.multichannel.com/news/technology/change-c7-would-boost-ratings-revenue/373981#sthash.1IwCTEoc.dpuf

Looking at 10 top primetime shows on the broadcast networks, TiVo Research found $88 million in additional revenue that could be captured by switching to C7 from C3. The ratings lift ranged from a low of 6.2% for CBS’ The Good Wife to 10.9% for ABC’s Modern Family. - See more at: http://www.multichannel.com/news/technology/change-c7-would-boost-ratings-revenue/373981#sthash.1IwCTEoc.dpuf

Looking at 10 top primetime shows on the broadcast networks, TiVo Research found $88 million in additional revenue that could be captured by switching to C7 from C3. The ratings lift ranged from a low of 6.2% for CBS’ The Good Wife to 10.9% for ABC’s Modern Family. - See more at: http://www.multichannel.com/news/technology/change-c7-would-boost-ratings-revenue/373981#sthash.1IwCTEoc.dpuf

Looking at 10 top primetime shows on the broadcast networks, TiVo Research found $88 million in additional revenue that could be captured by switching to C7 from C3. The ratings lift ranged from a low of 6.2% for CBS’ The Good Wife to 10.9% for ABC’s Modern Family. - See more at: http://www.multichannel.com/news/technology/change-c7-would-boost-ratings-revenue/373981#sthash.1IwCTEoc.dpuf