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 Cost | C7 Contribution | Lost 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 |