OnScreen Summit: Gotlieb -- Transition to C7 Involves Many Issues

GroupM Worldwide chairman says differing client needs could result in 'more than one currency'

By Mike Reynolds, Multichannel News -- Broadcasting & Cable, 12/7/2012 11:28:11 AM

New York -- Irwin Gotlieb, chairman of GroupM Worldwide, in a lively close to the fifth annual B&C/Multichannel News OnScreen Media Summit here on Dec. 6, discussed a wide range of advertising topics from the push toward C7 measurement, whether the 18-to-49 set should remain the demo of choice, the impact of the fiscal cliff on the market and the upfront.

Gotlieb addressed what could be a key shift in the currency of the market from one governed by C3 ratings to the longer viewing window afforded by C7.

Noting he wasn't "here to negotiate," Gotlieb instead framed some of the issues that would result in its adoption. Going back to implementation of C3, he said tradeoffs needed to happen, going from program ratings to an average commercial rating, which he said "we knew would grow over time."

A drive to C7 would add four extra days of DVR deliveries to the C3 currency that's been in place since 2005 and became widely adopted with the start of the 2007-08 TV season. Nielsen defines C3 as live commercial viewing, plus three days of DVR playback.

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