FOX Wins season in C3 ratings
The regular broadcast season ended last month with Fox at No. 1 in 18-49s and CBS No. 1 in households.
But it’s only this week that media buyers are seeing the networks’ rankings on the measure used in negotiating ad buys, C3, or live viewing plus three days of DVR playback.
And on this all-important measure, Fox’s lead in 18-49s over the other Big Four networks was even wider.
Fox had a 3.2 C3 rating for the season from last September through May, a 23 percent advantage over CBS, according to a Magna analysis of Nielsen ratings.
CBS had a 2.6. ABC had a 2.5 and NBC had a 2.3 rating.
By comparison, in live-plus-same-day ratings, the most common measure, Fox finished with a 3.6 rating, 16 percent ahead of CBS, which had a 3.1. ABC finished the season with a 2.9, while NBC had a 2.8.
And in live-plus-seven-day program ratings, Fox had a 3.6 rating in 18-49s, a 16 percent advantage over CBS. CBS had a 3.1. ABC had a 2.9 and NBC had a 2.8 rating.
Still, Fox posted a 9 percent decline in C3 ratings from the prior year, the first in which such ratings were available.
Media buyers and sellers only agreed a couple of years ago to use C3 as currency in negotiations, replacing live program ratings.
CBS was the only network to post an increase in C3, up 4 percent. ABC was down 4 percent and NBC was down 8 percent.
These ratings are coming out just as media buyers are looking for leverage in upfront negotiations, and they could come in handy as networks attempt to impose rate increases over the prior year.
But it’s only this week that media buyers are seeing the networks’ rankings on the measure used in negotiating ad buys, C3, or live viewing plus three days of DVR playback.
And on this all-important measure, Fox’s lead in 18-49s over the other Big Four networks was even wider.
Fox had a 3.2 C3 rating for the season from last September through May, a 23 percent advantage over CBS, according to a Magna analysis of Nielsen ratings.
CBS had a 2.6. ABC had a 2.5 and NBC had a 2.3 rating.
By comparison, in live-plus-same-day ratings, the most common measure, Fox finished with a 3.6 rating, 16 percent ahead of CBS, which had a 3.1. ABC finished the season with a 2.9, while NBC had a 2.8.
And in live-plus-seven-day program ratings, Fox had a 3.6 rating in 18-49s, a 16 percent advantage over CBS. CBS had a 3.1. ABC had a 2.9 and NBC had a 2.8 rating.
Still, Fox posted a 9 percent decline in C3 ratings from the prior year, the first in which such ratings were available.
Media buyers and sellers only agreed a couple of years ago to use C3 as currency in negotiations, replacing live program ratings.
CBS was the only network to post an increase in C3, up 4 percent. ABC was down 4 percent and NBC was down 8 percent.
These ratings are coming out just as media buyers are looking for leverage in upfront negotiations, and they could come in handy as networks attempt to impose rate increases over the prior year.
from medialifemagazine.com
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