[opendtv] Top advertisers balk at 'upfront' changes
- From: Monty Solomon <monty@xxxxxxxxxx>
- To: undisclosed-recipient: ;
- Date: Fri, 30 Apr 2004 23:55:30 -0400
Top advertisers balk at 'upfront' changes
- Apr 29, 2004 07:56 PM (Reuters)
NEW YORK, April 29 (Reuters) - Leading U.S. advertisers and
their agencies stopped short on Thursday of demanding that
television networks change the "upfront" market for selling
commercial time, despite their growing dissatisfaction with its
mode of operation.
In a media industry first, advertisers, agency executives
and network leaders met in New York on Thursday to discuss the
decades-old negotiating vehicle for locking in early
commitments for commercial time. This year's session will begin
on May 17 to buy time during the 2004/2005 broadcast season.
Advertisers have voiced frustration with the upfront
market, from the steep price increases commanded by television
networks despite eroding ratings to the late-night haggling
sessions and its calendar date.
But their reluctance to push for an alternative could give
a boost to television networks this year which continue to
argue they are the best show in town for reaching large
audiences. Media buyers and analysts say the networks face a
harder sell this year and forecast single-digit price increases
for ad time compared to the double-digit rises last year.
...
- http://finance.lycos.com/home/news/story.asp?story=41222026
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