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The uncertainty that digital offerings, DVR ratings and the creation of CW bring to this year’s TV upfront market has made it difficult for experts to predict where the ad dollars will go, leaving many to believe that the market will stay flat at last year’s $9.1 billion, writes Ad Age.
Buyers predict that ABC and Fox will have a positive upfront, with cost-per-thousand viewer increases reaching 6 percent, that CBS will end up in the middle, and that NBC - still considered by many advertisers as the most expensive - will either stay flat or be forced to cut its rates like it did last year.
Beginning May 15, this could be the most complicated upfront ever, with buyers using new ratings that work in their favor and becoming more confident in their ability to turn to cable and the internet instead of TV, writes Media Life.
Ratings measurements will be a hot topic, as most agencies don’t think advertisers should have to pay for the additional viewers counted by Nielsen Media Research’s “Live+7″ ratings. Also, though media buyers think the new minute-by-minute ratings data is too new to greatly affect this year’s deals, buyers could soon begin asking for lower prices for programs with significantly lower ratings during commercials.
Other upfront predictions include the Cable Advertising Bureau’s prediction that cable channels would take $750 million more than the $6.5 billion earned last year from this year’s $18 billion TV ad market. Also, syndication executives argue that most viewers watch syndicated shows live, according to Syndicated Network Television Association President Mitch Burg.
By the end of 2008, revenue growth in the radio industry is expected to have fallen 7%, the second year of negative growth for the medium, according to estimates in a report from from BIA Advisory Services, writes MarketingCharts.
BIA estimates that…
Next in the long list of companies cutting jobs comes Tribune Co., which is slicing positions at The Chicago Tribune.
About 12 employees at the Trib were given the rest of the week to clean out their desks; more cuts…
Target is one of the first brands to create an iPhone application. The Target “gift globe” allows iPhone users to shake their phones to launch a snow-fall effect.
When the snow clears, a gift idea from Target is revealed. Users…
NBCU is launching its latest round of layoffs, with up to 500 jobs, or 3% of its work force, expected to be cut.
NBC News bureaus in Dallas and Los Angeles will be affected, writes TV Newser. L.A. correspondent John Larson,…
A Specific Media study finds the presence of display advertising significantly affects click-through and search style across both paid and organic searches.
In the “travel and tourism” category, display advertising engendered a 274% lift on both paid and organic search.…
Today’s Wall Street Journal is running a cover wrap for Dell. The ad covers a third of the front page and all of the back.
Though the New York Post and the Daily News commonly use cover wraps, the move…
