NFL Ratings Predicted To Lower CBS Earnings

Declining NFL television ratings will lower CBS earnings, according to Credit Suisse. The firm cut its third-quarter EPS estimates by 5%, citing CBS’ softer Sunday NFL ratings. The media company reports on Nov. 2.

CREDIT SUISSE REPORT

Media Buyers Split On C7, See Low CPM Rise

Media buyers are split down the middle on whether the national TV market will shift its dominant currency from C3 to C7 over the next 12 to 18 months. A swap is “inevitable at some point,” but might have little impact on market economics. The 50% of buyers surveyed cast doubt on the switch, indicated it would hurt advertisers with “time-sensitive” messages, while the other half who suggested it would come noted it could offer a “more accurate portrayal” of viewing with time-shifting growing.