|
|
Article: Burnett opens upfront for cable with USA buy.(Leo Burnett Co.'s Starcom Media Services purchases USA Networks)
- Article from:
- Advertising Age
- Article date:
- May 11, 1998
- Author:
CopyrightCOPYRIGHT 1998 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)
|
CPM increase of only 5% irks some rival executives
The first major cable TV ad deal was consummated in the upfront marketplace last week, as Leo Burnett Co.'s Starcom Media Services put down $25 million to $35 million on USA Networks at cost-per-thousand increases of just 4% to 5%, according to media executives.
As word of the deal spread down Madison Avenue, the low CPM increase pleased buyers and angered some rival cable network managers.
At the same time, the Big 4 broadcast networks are approaching the advance selling season with extreme caution, worried primarily about movie and auto advertisers and the increased usage of "optimizer" buying and ...