At a time when the major TV networks are hyping the shift to so-called “C7” ratings (live same day average commercial ratings, plus seven days of recorded playback) vs. Madison Avenue’s current standard C3 (three days of recorded playback), TiVo Research released an analysis this morning estimating that the major broadcast networks are losing as much as $88 million per first-run season for their top 10 shows alone. The analysis, which is based on TiVo’s second-by-second program and commercial ratings estimates the shift to C7 from C3 would boost audience delivery by as much as 17%. “In broadcast primetime, networks have the most to lose when utilizing the C3 ratings currency,” the TiVo study reports, noting that a show like ABC’s “Modern Family” is leaving about $10.9 million on the advertising revenue table by not charging for the difference between C3 and C7 ratings. "Upfront commercial ratings based on second-by-second viewing data not measured by the ratings currency are the only way to capture user behavior in a DVR environment accurately, and therefore the only way to assess the potential value that could be unlocked by going deeper than the ratings currency," TiVo Chief Research Officer Jonathan Steuer touted in a statement, suggesting that TV networks could “gain back some of the advantage advertisers get from unmeasured viewership beyond the three-day window.” Est. Ad CostC7 ContributionLost Ad Value Big Bang Theory $264,526 +8.1% $8,742,055 Modern Family $244,630 +10.9% $10,879,185 Grey’s Anatomy $201,177 +8.0% $11,201,535 NCIS $150,718 +8.8% $9,231,176 The Mentalist $103,791 +9.6% $4,912,220 Castle $121,059 +10.0% $8,425,706 Elementary $153,428 +8.8% $8,614,062 American Idol $319,565 +4.1% $14,386,177 Person Of Interest $172,797 +7.1% $7,827,359 The Good Wife $99,460 +6.2% $3,576,582 Total $87,796,058 Source: TiVo Research Inc. analysis of the lost ad dollar value from uncredited C7 ratings for a single first-run season of TiVo's "Top Ten Season Pass Programs" as of May 26, 2013. Estimated ad cost = SQAD data.