Why advertisers care how long a show sits in your DVR

Kate Davidson May 7, 2014
HTML EMBED:
COPY

Why advertisers care how long a show sits in your DVR

Kate Davidson May 7, 2014
HTML EMBED:
COPY

So, how long does it take you to watch all those programs you DVR?

You might not care if you wait a day or two, but you know who does? Network executives and advertisers.

That’s because ad deals are based on what’s known as C3, a measurement of commercial minutes seen live and over the following three days. Advertisers don’t pay for your eyeballs if you watch “Scandal” on day four.

“From the networks’ perspective, they’re saying, ‘Well hey, if someone didn’t skip the commercial on day four, why are they worth nothing?'” says Brian Wieser, senior analyst at Pivotal Research Group.

But some ads do get stale. That ad for the Saturday-only sale? Doesn’t do much good on Sunday.

So now tell us, how long does it take you to get to the shows you missed?


As a nonprofit news organization, our future depends on listeners like you who believe in the power of public service journalism.

Your investment in Marketplace helps us remain paywall-free and ensures everyone has access to trustworthy, unbiased news and information, regardless of their ability to pay.

Donate today — in any amount — to become a Marketplace Investor. Now more than ever, your commitment makes a difference.