TITLE

Kraft cable ad concept puts squeeze on spots

AUTHOR(S)
Ross, Chuck
PUB. DATE
April 1999
SOURCE
Advertising Age;4/19/1999, Vol. 70 Issue 17, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plan of Kraft Foods to negotiate with cable networks to group commercials in 2-minute commercial break in 1999. The company is talking to cable networks about scooping up 2-minute commercial breaks and using the time to air five 24-second commercials. The plan would compress an extra spot into the break by introducing a new commercial length and would give Kraft brands a platform uncluttered by messages from other marketers. The buys would be made as part of upfront commitments of Kraft. The marketer spend $95.2 million on cable in 1998, according to Competitive Media Reporting.
ACCESSION #
1784583

 

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