The advent of the DVR (The PVR and DVR) is credited not only with increasing the ways a viewer can access and view content. It has also spawned new measurement metrics that are based on when a piece of content is viewed, whether the playback occurs within the same broadcast day as the live airing, a day later, a week later and up to as much as two weeks later. What is the optimum and fairest playback length of time for a rating? That is still under discussion, but the industry standard of the acceptable outlying time frame is playback three days hence.
The introduction of the C3 rating and its immediate inclusion into the currency without accreditation is somewhat controversial and is still viewed among some as a stop gap measurement towards full individual commercial ratings. Of course that would require the use of second by second viewing / tuning data, attainable through STB data.
In honor of the launch of upfront this week, we endeavor to define the C3 rating
CIMM DEFINITION : A term used to represent the average of a live rating for a (national) commercial minute and up to three days of DVR playback viewing.
2 : The average commercial minute rating for live programming plus three days of DVR playback. (Source: Nielsen)
3 : The average commercial second rating including live tuning to a program plus 75 hours of DVR playback. (Source: TRA)
Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.