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With seven seasons under its belt, NBC’s “The Biggest Loser” is still growing—particularly in developing alternative revenue streams beyond advertising. “Loser’s” consumer-product lines, which include items such as CDs, weight-loss plans, DVDs, workout equipment and now a Nintendo Wii video game, has...
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TO: Our advertisers FROM: CBS, Fox, ABC, NBC and the CW RE: This year’s TV upfront You’ve been singing the same song for months: Money is tight. You want price rollbacks. You’ve got no reason to put down cash early when scatter looks so cheap and is so readily available. So, yeah, we realize this upfront...
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Often in this feature we have written about changes in media usage. As TelevisionWeek changes from a print publication into a Web-only existence, it seems fitting to wrap up this print column with a discussion of change, and how to maximize your TV advertising dollar by embracing the concept of change...
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With the television industry slogging through the worst economy in decades, the broadcast networks put their best foot forward at the upfront, then braced for long negotiations with media buyers and advertisers. “I’m surprised by how normal everything felt,” said one veteran buyer, noting the presentations...
Posted to
The Business of Television
by
News
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Fri, May 22 2009
Filed under:
Filed under: Broadcast, Fox, ABC, Advertising, CBS, NBC, The CW, Print Edition, Upfront, Ad Buys
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Media buyers are still calling for price rollbacks going into television’s annual upfront advertising market this week, but network executives say demands for price cuts have softened since the stock market bounced higher. This week, the broadcast networks—plus cable networks Turner Broadcasting System...
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One of the most powerful ways marketers can create impact in the marketplace is to reconfigure their offerings in a way that breaks with conventional category paradigms. When that reconfiguration provides consumers with more or better options than were previously expected in the category, the new offering...
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With the majority of the networks’ upfront presentations still a few weeks away, it’s difficult to predict when advertisers will start spending on television and online buys. But digital executives at most of the broadcast networks are optimistic that online sales will be a bright spot this year. If...
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A rarity in syndication is arriving next season, as Twentieth Television’s “Are You Smarter Than a 5th Grader?” is making pod-busting commercial options available to stations. Podbusters, the short bits of entertainment content sandwiched between commercials to frustrate ad-skipping via digital video...
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History has signed up Subaru as the presenting sponsor of “Expedition Africa,” the highly anticipated series from Mark Burnett. Advertisers are interested in becoming part of popular programming, and Subaru’s sponsorship is integrated beyond the traditional 30-second spots that will air. As part of the...
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One of the most crucial aspects of media planning is the understanding of target audience. Sometimes planners will embark upon the quest to understand their brand’s target audience by procuring heaps of statistical information and drawing conclusions from the data obtained. The reality is that target...
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A look at the top advertisers on national television in 2008 finds just one company, packaged goods giant Procter & Gamble, among the top 10 spenders in all three major TV programming categories—broadcast, cable and syndication—according to data gathered by the Nielsen Co. In fact, P&G was the...
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Broadcast is firing back at cable networks that are trying to take a bigger slice of the upfront advertising pie. Reacting to bold statements from cable executives that advertisers are overpaying when they buy commercials on the broadcast networks—and buyers who predict that money will move away from...
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NBC is encouraged by the reaction from advertisers and media buyers to its new 10 p.m. Jay Leno show, network ad sales President Michael Pilot said. Mr. Pilot said NBC is positioning the new show as Jay Leno in primetime, rather than a late-night show at 10 p.m. The distinction is important, he said...
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When the upfront advertising market collides with an economic recession, anything can happen. “Every upfront is unique, and this one’s just going to be a little more unique,” said Andy Donchin, head of national broadcast at media agency Carat. Related Articles ABC’s Upfront Fightin’ Words . . . More...
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With a number of marketers cutting budgets as a result of the weak economy, it’s clear that there will be winners and losers in the sellers’ ranks during the upcoming upfront advertising marketplace. The upfront is historically the time when advertisers pledge to spend billions of dollars on ad time...