Networks balk at DVR ratings for pro football

07/13/2009 | Adweek

CBS, Fox and NBC, all of which broadcast National Football League games, are resisting a call by marketers and media buyers to sell air time on live sporting events using the C3 system, which rates live viewership plus three days of DVR playback. The networks argue the 2-year-old C3 system needs to be tested for another year.

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