Panel vs. Census-based Metrics

While 7 may strive to deliver the TV audience to the Internet, our Company is committed to delivering a more valid and inclusive form of metrics and accountability than the panel-based model still used in the TV industry.

Because every viewer of reactive content, ads and games are first demographically registered, 7 delivers the highest degree of metrics accountability and accuracy available today - a census-based approach. Within 24 hours of webcasting, 7 is able to deliver second-by-second ratings reports of any content or advertising served during the prior day's webcasts.

7 validates and charges for ad exposure using a three-tier process of ratings validation, beginning with software developed by Myers Information Services, Inc. Myers' ProTrack TV is installed and actively used in 181 media outlets supporting over 1,300 unique channels throughout North America. The Myers data is then compared internally with 7's own internal data base of registered user exposure. Finally, our internal reports are benchmarked against the server logs from 7's CDN partners, insuring that our invoices are accurate and fully supported by a third party.

In addition to full CPM validation, 7's metrics include robust demographic reports including registration fields such as age, sex, zip code, and household income. These reports may be customized for Clients based on their own unique requirements.