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NBC looks to be offering some discounting in the first quarter scatter market, based on the network’s under-delivery on ratings during the early part of the season, Mediapost reports. Advertising executives believe that this could affect not only NBC, but other networks as well, during the upcoming scatter market. Complicating the matter is the fact that NBC still has about $150 million to $200 million shortfall when it comes to advertising sales for the Torino Winter Olympics.
The other networks won’t put on their best programming against the Olympics, so overall non-Olympics ratings points may be down versus a year ago in the first quarter. With Olympic sales activity, though, TV advertising revenue for the period should remain flat or see a slight rise.
NBC may be looking to make deals based on Nielsen’s new rating - Shifted Average Audience estimates - which takes into account all subsequent playbacks of DVR-recorded shows. That, too, makes the scatter market difficult to read, as some agencies have said they will not make deals based on this rating.
Dunkin’ Donuts on Monday bowed a $100+ million integrated advertising campaign that offers a new rallying cry for consumers hard hit by the economy: “You Kin’ Do It!”
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The paper will be going back to its…
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Super Bowl advertisers - including Monster.com, which is returning after a four-year hiatus - are making the most of their $3 million ad buy by creating integrated follow-up campaigns, says Kellogg School of Management professor Tim Calkins.
Calkins, co-leader of…
Yesterday at the Consumer Electronics Show in Las Vegas, Microsoft CEO Steve Ballmer announced the development of a coveted liaison with Verizon Wireless.
The five-year contract makes Microsoft the default search provider to Verizon’s sizable user base. It will also…
The latest casualty in the shrinking shelter category is Meredith’s Country Home. The magazine’s March 2009 issue will be its last.
The company, which is also slashing its workforce by 250 people, cited a soft economy for the demise of…
