TITLE

With ratings off and prices up, upfront up for grabs

AUTHOR(S)
Hendrickson, Paula
PUB. DATE
May 1999
SOURCE
Advertising Age;5/10/1999, Vol. 70 Issue 10, ps4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses issues regarding the impact of television network ratings on advertising rates as of May 1999. In a Nielsen Media Research, DeWitt Media CEO Gene DeWitt cites its controversial Syndicated Quad Study when discussing why television networks remain a good value for advertisers. The study indicates that viewers tend to be very loyal to top-rated network shows. The thing that gives credence to this study is it was originally commissioned by the cable networks. With top-rated shows Buffy the Vampire Slayer and Dawson's Creek, Warner Bros. Network is expecting a group of advertisers as their customer base. However the network is concerned towards the potential impact of Internet advertising. Everything from Internet portals and search engines to multinumbered discount calling plans are vying for attention in a highly competitive market place. INSET: Clutter: More commercial time, more buyer complaints.
ACCESSION #
1870684

 

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