Most Networks Plan to Use C7 in Upfront

VAB says seven-day metric provides more premium impressions
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The Video Advertising Bureau reports that in a poll of its members, the majority expected to use C7 — which counts viewing for seven days after a show is broadcast live — as the primary metric for sales during this year’s upfront.

The C7 metric would replace C3, which includes three days of delayed viewing, as the key trading currency and allows the networks to monetize more impressions.

Sean Cunningham, president of the VAB, which includes the top broadcast and cable networks, said having more impressions available helps both buyers and sellers by creating more options for both.

Adding impressions helps television, which is battling both a decline in ratings and competition from digital video being offered online and by streaming services.