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Viacom Says ‘Not Yet’ to Commercial Ratings
While the broadcast networks have said they will make upfront deals based on average commercial minutes and live-plus-three-day data, at least one cable network has said the commercial ratings data is too new and needs time before it becomes the standard.
“We think it needs another year of fine-tuning for cable networks,” Philippe Dauman, CEO of Viacom, told a group of investors on Friday, writes MediaPost. Dauman acknowledged that commercial ratings will emerge as the dominant currency eventually.
If Viacom remains true to the plan not to use commercial ratings, it could affect the rest of the cable upfront, as Viacom’s networks - from MTV to Comedy Central - make up such a big part of the cable market.