Time-shifted viewing explained: how Live+7, C3 and C7 windows count delayed TV audiences
· 5h ago · Originally reported by PPC Land
Time-shifted viewing refers to audiences watching a TV programme after its scheduled broadcast, either through recordings or on-demand playback. The industry tallies this delayed viewing within defined measurement windows known as Live+7, C3 and C7, which determine how much of a show's audience advertisers are credited for.
Why it matters
These windows decide whether the viewers who watch a show days after it airs are counted in the ratings that advertisers buy against. That directly affects reported reach, ad pricing and how linear and on-demand TV inventory is valued.
Explain it like I’m new here
It's like a school counting students who watch a recorded lesson later that week, not just the ones in the room live, when reporting how many people learned the material.
Terms in this story
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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