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CBS: Live-Plus-Three-Day Is Currency and We Mean It
In case any media buyer doubts the networks’ sincerity in their claims that they won’t negotiate based on live-only ratings, CBS has reiterated to the press that it will sell ad space based on live-plus-three-day commercial ratings during the upfront.
Some time-sensitive advertisers, however, may get concessions, with deals negotiated on slightly different viewer guarantee metrics, writes MediaPost. All will include some DVR viewership.
If buyers balk, CBS is ready to take things slowly. “We are not in any hurry to rush through the upfront,” says David Poltrack, chief research officer of CBS Corp. The word in the industry, however, is that buyers and sellers are beginning to agree that the combination of live-plus-three-day and commercial ratings (rather than program ratings) will be an acceptable currency for the upfront.
CBS announced its new slate of shows during its upfront presentation yesterday.