Nielsen to Keep C3 and C7 Alongside New Measures

Nielsen has shelved indefinitely plans to retire its C3 and C7 metrics, according to Chief Product Officer Deirdre Thomas. The measures give the total numbers viewing a linear TV program within 3 and 7 days of release.

In an interview with www.adweek.com , Thomas said the decision to continue with the legacy metrics had been made as a result of client feedback, rather than input 'from the industry'. Longstanding clients are 'used to using' them and the company sees no reason not to run them side by side with individual commercial ratings which are easier to compare with digital measures.

The decision to 'sunset' the two ad currency measures was taken as long ago as 2020, and was still being discussed this Spring - Nielsen CEO Karthik Rao mentioned the plans in another talk with AdWeek, in March - but postponement has now led to a full reprieve.

Web site: www.nielsen.com .