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Article: The Real Deal on TV Ad Pricing; A New System Is Designed to Take the Guesswork out of Determining Advertising Rates for All Network Shows.(Media Planner)
- Article from:
- TelevisionWeek
- Article date:
- January 5, 2004
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Joe Mandese Special to TelevisionWeek
Virtually since the inception of the upfront network TV advertising sales process, Madison Avenue has been complaining about it, but beginning this year a few agencies may finally be able to do something about it.
The usual upfront complaint is that the networks force the marketplace, bullying buyers into making long-term advertising buys before they have any real sense of what their advertising budgets are. It's a strategy that's worked magnificently for the networks, enabling them to drive disproportionate price increases in all but the most slackening of advertising demand years.
That's the main ...