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The C3 metric has benefited the television industry, according to a panel of buyers and sellers at MediaPost’s Outfront event on Thursday.
While the panel agreed, in principal, that the first year of using the C3 metric has been beneficial, some offered ways the currency could be improved. MediaVest’s Pam Zucker said that buyers are continuing to search for additional metrics or overlays that can be used along with the C3 metric to provide additional information, while ABC sales chief Mike Shaw suggested that commercial ratings should be extended to include DVR viewing for seven days rather than just three (via MediaPost).
Zucker disagreed, saying C7’s might be good for some advertisers, but others would likely want to stick with C3s.
Shari Cohen of MindShare said the agency has seen “positive results” from the C3 metric.
Shaw also touched on the topic of pilots; NBC has said that it will cut back on the number of pilots it produces and instead will go from script straight to production. That mindset is silly, Shaw said. “It’s kind of like taking a sketch and going into production on a new auto.”
Katz Media Group has added another new client, Lincoln Financial Media, and will sell ad time on the company’s 15 stations beginning immediately.
Katz also added CBS Radio and Entercom last week, picking them off from Interep’s list.
Katz has also…
Last week, Aegis Group CEO Robert Lerwill resigned unexpectedly, sparking speculation that a takeover may be on the horizon.
Lerwill stepped down officially today (Monday), with Aegis chairman John Napier taking over his duties on an interim basis, writes MediaPost. People…
Out-of-home companies are bracing for the recession like everyone else, but they may not feel the sting as badly as other media.
Though the third quarter brought negative growth to the nation’s three largest OOH companies - Clear Channel Outdoor,…
The 82nd annual Macy’s Thanksgiving Day Parade pulled an average 12.6 rating/26 share on Thanksgiving morning, Nov. 27, according to Nielsen.
That was 8% higher than its telecast last year, Mediaweek writes. NBC estimated that a total 44.7 million viewers…
Time magazine ousted Cosmo as the top magazine for college students in this year’s Anderson Analytics fall survey.
Time also jumped past People, which was last year’s No. 2, writes Ad Age. A Time spokesperson said the magazine did not run…
Email, news gathering and paying bills continue to be the most widely used online activities among U.S. adults, but downloading TV programs, watching videos and making web phone calls posted the biggest overall growth, according to data from Mediamark Research…
