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The consolidation of UPN and the WB into the CW network is expected to eliminate half of the ethnic sitcoms that currently air on UPN, along with a number of other UPN shows, tossing up for grabs about $100 million in ad dollars targeting African-American viewers in the upfront marketplace, Mediaweek reports.
The ad dollars previously spent on UPN shows with sizable black and Hispanic audiences will be looking to buy programming delivering those gross ratings points on other networks.
Viacom’s BET and Comcast-owned TV One are the most logical places for advertisers seeking targeted black audiences to look, but media buyers said if BET does not step up, TV One, MTV and even Fox will land those ad dollars up for grabs.
One buyer said that “Bet is missing the boat” and that its sales pitch is less business-oriented than many other nets. “BET tends to try to convince advertisers to buy the network in order to support the African-American marketplace rather than to sell the network based on its own demographics,” he said.
Another media buyer noted that TV One, shows more hustle because it is smaller and hungrier.
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