Advertisers champing at bit for Nielsen's first C3 ratings.(MediaWorks)

Advertising Age, October, 2007 by Steinberg, Brian

Byline: Brian Steinberg

We say "live.'' You say "C3.'' Let's call the whole thing off.

In the midst of a furiously competitive launch to the fall TV season that includes such high-stakes gambles as "Pushing Daisies,'' "Kid Nation,'' "Bionic Woman'' and "Reaper,'' advertisers are waiting, waiting, waiting for Nielsen Media Research to dish up the first of its C3 ratings, which will give them a sense of the viewers watching the ads interrupting their favorite programs. The figures will include people who watched the shows as many as three days after they aired, thanks to DVRs, and didn't skip through those same commercials.

At the same time, however, the media won't wait to see how those shows are doing. This is still a good horse race, and...

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