CBS’ Ianniello Says Shift To C7 Rating ‘Makes Sense’

A top CBS executive crowed about an agreement with GroupM to do ad deals using the C7 measurement scheme, but other media buyers said the deal wouldn’t affect their willingness to shift from the old measurement system.

CBS COO Joe Ianniello acknowledged reports that CBS had an agreement with the biggest media agency to do deals based on C7, which includes more viewers watching ads on a delayed basis.

“I think that [C7] is now going to become the standard. It only makes sense,” Ianniello said. “There is significant viewership outside of the first three days, and we think it’s fair that we get paid for it. I think you’re going to see more and more of these types of deals.”

Ianniello reiterated CBS’ estimate that counting more delayed viewing represented a “nine-figure” revenue opportunity. Ianniello said that the switch to C7 will highlight the disparity in viewing between CBS and its cable competition. He said that CBS would be focusing on generating ad dollars by using C7 for ad buys of primetime programming, or if some advertisers want to stick to C3, by selling those delayed impressions using dynamic ad insertions.