With syndie boosts as high as 12%, some execs grouse

Friedman, Wayne
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, ps14
Trade Publication
This article discusses issues concerning the syndication of television programs in the U.S. as of May 1999. According to Bob Igiel, executive VP-U.S. director of national broadcast and programming for Media Edge, syndication had been a failure in selling high estimated ratings for television programs. For instance, syndication shows regularly underdeliver in ratings by 25 per cent to 30 per cent, as opposed to network and cable shows. Media buyers are concerned toward consolidation among the syndication advertising sellers. The sale of King World to CBS has a number of industry analysts speculating that the Eyemark Enterprises of CBS, will fold into King World's respective advertising and station sales syndication division, to save operational costs as well as improve leverage in the marketplace. Syndicators as well as cable networks and broadcasters are betting on categories to increase their television advertisements.


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