CBS's Moonves Joins Push for Advertisers to Pay for Live Ratings Plus 7 Days, as Opposed to the Live Ratings Plus 3 Days They Pay for Now THR
CBS CEO Leslie Moonves is lobbying for advertisers to move to payment for live ratings plus 7 days (C7), versus the live ratings plus 3 days (C3) that they currenly pay for, according to The Hollywood Reporter.
"As things stand now, advertisers pay in full if a show is watched live or within three days on DVR, and Moonves predicted that within a year full payment will come for viewers who watch up to seven days after a show airs live," the story notes.
Moonves, who spoke at the Deutsche Bank Media and Telecom conference, said, "I still look at overnight ratings every day of my life at 5:30 in the morning, 365 days a year, and it does give you an indication of what’s doing well and what’s not."
He added, “But we hit a tipping point this year, which is why in the fall numbers were tough to read … some of our hit programs literally are only watched 60 percent now live.”