With the television Upfronts upon us, trade chatter has quickly moved to the disappointing results posted last week by Nielsen with regard to C3 ratings for the month of February: Down double digits across most dayparts at every major network. The conversation has officially moved to whether the buying protocol of C3 should officially move to C7. Currently C3 allows for audiences to cume during the period beginning with date of air plus three days. A more official industry move to the C7 protocol would extend the period of time-shifted viewing accordingly. This is a move that many agencies and advertisers seem to favor. With DVR and on demand viewing clearly having an impact on day of air ratings, the interest in an industry wide policy change is understandable. Certainly without a shift supply becomes an issue at a time when advertiser demand is expected to be on the rise. However, the more practical question seems to revolve around advertiser needs. A move to C7 helps solve some ratings hurdles for networks, but how does it help an advertiser who is looking to sell a specific product within a specific window of time -- like this weekend?