TITLE

No big Mattel deals in kids upfront

AUTHOR(S)
Ross, Chuck
PUB. DATE
April 1999
SOURCE
Advertising Age;4/19/1999, Vol. 70 Issue 17, p88
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the decision of television networks to turn down a kids upfront advertising offer by Mattel Inc. in 1999. The toymaker was telling networks that if they would give Mattel double-digit cost-per-thousand decreases then the networks could basically name their share of Mattel's budget. TN Media currently handles Mattel's kids broadcast buying; Ogilvy & Mather, kids cable buying; and Media Edge, adult media buying. The marketer is conducting a review with the goal of consolidating its media buying. Aside from the three New York incumbents, Carat USA is in the review.
ACCESSION #
1787448

 

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