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Article: MTV's hard bargain ; Studios may balk at Movie Awards committments.(MTV Movie Awards advertising)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- April 2, 2001
- Author:
CopyrightCOPYRIGHT 2001 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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MTV could find itself in a showdown with advertisers over its big annual TV event, the MTV Movie Awards.
The cable network claims it has already sold 85% of the inventory in the June show to 10 sponsors. But it could have trouble unloading the remaining inventory given the 11th-hour difficulties Viacom's CBS and Walt Disney Co.'s ABC had selling out their Super Bowl and Academy Awards broadcasts, respectively.
Viacom's MTV has just started its sales effort aimed at movie studios, key advertisers for the network said. The earlier deals were sold to advertisers in other categories during last year's upfront market, in a more favorable advertising climate.