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Media buyers and networks believe that the deals made during the upfront market will be made based on a combination of average commercial ratings and live-plus-three-day data.
GroupM’s chief investment officer Rino Scanzoni has said he favors using average commercial ratings, and sources have said GroupM also wants to use the live-plus-three-day ratings, writes MediaPost. Proctor & Gamble also wants to use those two data streams, say sources, which means that it is likely MediaVest, which handles TV buying for P&G, and Carat, which works on planning for the company, will also go in that direction.
Multiple sources have said that the major broadcast networks are agreeing to the terms. However, a P&G representative has said that it’s too early to speculate on the marketer’s decisions about ratings. MediaVest and Carat did not immediately provide comment, nor did representatives for all five networks.
Media Life reports that MediaVest, Magna Global and Mediaedge:cia have all actually joined in a deal to use the two data streamse.
In reaching their deal, the two sides reasoned that the lower ratings during the commercial breaks (as opposed to program ratings) would be offset by the increase in the number of delayed viewers, leaving the networks and buyers negotiating inventory for an audience about the same size as under the old currency, live-only ratings.
Mid-size and smaller agencies, which are reportedly not part of the deal, will continue to negotiate on the older currency, because commercial ratings requires advanced computer systems for analysis, beyond the capacities of all but the largest buying shops.
The new system is likely to benefit networks the most during prime time and daytime shows, which have the largest share of delayed viewing, along with high retention during commercial breaks. Syndicated television could also benefit because of high viewer retention.
Broadcast networks’ late-night programs and cable networks may take hits because of lower retention rates and less delayed viewing. Cable loses about 10 percent of viewers during commercials and there is less recording of shows for later viewing compared to network primetime.
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