Leslie Moonves will eventually get advertisers to pay past 3 days.
CBS Corp. CEO Leslie Moonves said again that the broadcaster will eventually get advertisers to pay for commercials
that are viewed as long as a month after they originally air.
Marketers now typically pay for commercial viewing over three days, a standard known as C3, and broadcasters are trying expand that to C7. But earlier this year Mr. Moonves went far beyond that to pitch C30.
He pressed that case on Tuesday at the annual UBS Global Media and Communications Conference.
“When 85% of advertising at the network is not time sensitive, what’s the difference if you watch it in five or six days from now versus three days from now?” Mr. Moonves said. “I think eventually it will be even greater than C7.”
Some ad categories, like movies, need their commercials to be viewed live or close to it, Mr. Moonves allowed. But that’s not the case for packaged goods, for example.
“We will get paid from people who watch our shows 22 days from now,” Mr. Moonves said. “We might not get paid as much, but if you are advertising Kraft Macaroni & Cheese, what the heck is the difference if you watch it tonight live or 21 days from now?”
CBS has already struck some C7 deals and expects more in next summer’s upfront market for ad time in the following TV season.
See the full Adage article here: CBS Corp. CEO Leslie Moonves said again that the broadcaster will eventually get advertisers to pay for commercials that are viewed as long as a month after they originally air.
Author: Jeanine Poggi
[More about Sovereign Media about=””]