The word: GroupM using C7 for upfront

The networks have been pushing hard on media buyers to use C7 ratings, or live-plus-seven-day-DVR-playback commercial ratings, in negotiations for the upfront.

Buyers have insisted that they’ll stick with C3.

But now it appears the networks have earned a major concession.

GroupM, one of the biggest media buying agency groups, which includes MediaCom and Mindshare, has agreed to use C7 in its negotiations, according to The Hollywood Reporter.

Fox confirmed to Media Life that it has made an agreement with a “major agency” to do deals based on C7, though it declined to name the agency.

This represents a major about face for buyers. As recently as a few months ago, buyers told Media Life in a survey that they did not expect a shift to C7 this upfront.

Networks argue that with more and more people watching TV via DVRs, it makes no sense to negotiate on three-day figures, because people are also waiting longer to time-shift their shows.

During the recently ended broadcast season, 41 percent of broadcast shows saw their adults 18-49 rating rise by at least half when seven-day DVR viewing was added.

Fox made C7 a theme of its upfront presentation last month.

“Now, in order for us to continue to make massive investments into our quality entertainment programming, we need to recognize the evolution of the media landscape and with so much of our audience choosing to watch on their own schedule, our business needs to evolve as well. I think you can see where I’m going… for our business today and for tomorrow, we need to have a meaningful discussion about C7,” said Toby Byrne, president of advertising sales at Fox.

GroupM’s clients include Paramount Pictures and Procter & Gamble.

Tags: c3, c7, commercial ratings, groupm, upfront, upfront negotiations