With the National Television Upfront presentations for the 2011/2012 season completed, it’s a good time to ask what TV audience ratings really mean for advertisers today. The advertising world is moving bit by bit toward its one-time holy grail of commercial ratings – currently in the form of C3 ratings defined as “the average of a live rating for a (national) commercial minute and up to three days of DVR playback viewing” (check out a great reference site launched this month (May 2011) by the Coalition For Innovative Media Measurement – the CIMM Lexicon. Be sure to use the “find” window at the top for definitions of specific terms.)
