[opendtv] TV networks face harder sell during ad upfront

     TV networks face harder sell during ad upfront
     - Apr 30, 2004 01:23 PM (Reuters)

By Michele Gershberg


NEW YORK, April 30 (Reuters) - U.S. television networks
will bring in far weaker price gains this year when they sell
early commitments for commercial time as advertisers take them
to task for eroding ratings and seek out other media outlets.


The upfront marketplace for negotiating commercial
television prices for the 2004-2005 broadcast season kicks off
on May 17 this year, but the posturing between media buying
executives and network honchos is already in full swing.


Media analysts and buyers said as much as $1 billion more
ad dollars could move to cable television, where ads can be
targeted more precisely to smaller audiences at a lower price.


They expect the top six broadcast networks will see mid- to
high-single-digit percentage increases for the ad time they
sell, a far cry from the double-digit price hikes to over $9
billion that the networks reaped last year in a buying crunch.

...

     - http://finance.lycos.com/home/news/story.asp?story=41227257

 
 
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