/// Les Moonves Is on a Mission for C7 Currency

March 18, 2013  |  Media Week

While Les Moonves appears to have mothballed his side gig as the grand prognosticator of the upfront, the CBS Corp. president and CEO remains outspoken about the marketplace as a whole. Speaking to investors this month at a Deutsche Bank media confab, Moonves took another run at TV’s prevailing currency. “We hit a tipping point this year, which is why in the fall, the numbers were tough to read,” Moonves said, before adding that only 60 percent of CBS’ prime-time deliveries are live. As such, the media boss advocates a switch to a more inclusive currency. Rather than adhere to the six-year-old C3 metric , Moonves is banging the drum for buyers to accept guarantees against an additional four days of DVR playback. “I don’t know if it happens this quickly, but it will happen within a year,” Moonves said. “The measurement is already there. They give us C7 numbers now. Now it’s a question of the advertising community…to accept this.” CBS boasts one of TV’s most perspicacious research teams, so obviously Moonves has seen evidence that there’s value in C7. Trouble is, from a practical standpoint, the extra days of time-shifted viewing barely move the ratings needle. According to Nielsen average commercial-minute data for the first half of the season (Sept

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Les Moonves Is on a Mission for C7 Currency


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