A top media buyer is making agreements with broadcasters to do business based on C7 instead of the current industry standard. Ad Age reports that GroupM, the media buying division of WPP Group, is laying the groundwork to do ad deals that look at commercial ratings over the course of one week.
"Fox and CBS confirmed they have each struck agreements with a major agency to do business on a C7 basis, but declined to identify the agency," the story reports. "NBCUniversal has struck a similar agreement with GroupM, according to people familiar with the situation. An NBC spokeswoman declined to comment."
The report notes that CBS boss Leslie Moonves has been among the most vocal proponents of C7. The story quotes Moonves saying at a conference back in March: "Oh, I think it's inevitable [C7] becomes the norm. I think more and more of it will happen this upfront. How much? We already have a couple of C7 deals operating right now. The sooner the better, obviously, for us. It's going to increase quite a bit by this upfront. Whether it becomes the norm, quote-unquote, I'm not sure, but within — it won't be long."