CBS Exec Projects Financial Windfall As TV Advertisers Warm To 7-Day Measurement

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7-Day Measurement Gaining Momentum

CBS COO tells investor group C7 “is now going to become the standard,” but an analyst predicts only a “minuscule” benefit. Deadline's David Lieberman reports.

cbs8This is one of the early stories from this year’s upfront season: Many advertisers appear ready to give up their fight against counting audiences who watch their commercials up to seven days after they air instead of the conventional three days. That soon could present CBS with a “9-digit [revenue] opportunity, and those are high-margin dollars,” COO Joseph Ianniello said this morning at the Bank of America Merrill Lynch Global Telecom and Media Conference. The seven-day measurement period (also known as C7) “is now going to become the standard. … We have shows that millions and millions of people are watching on the fourth day and after” that don’t count in current ad sales. “It doesn’t make sense to me.” Indeed, the audience of delayed viewers is so big that it would be the equivalent of “a massive hit on cable networks.” While he wouldn’t identify specific categories of advertisers that are most interested in seven-day purchases, he noted that cable companies are developing the ability to change ads in VOD and “the technology is allowing us to be more nimble.” Ianniello’s rosy forecast for C7 sales contrasts with the view of Bernstein Research’s Todd Juenger, who says that CBS likely will see a “minuscule” benefit which he estimates will be in the tens of millions. (more…)

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