Millennium mania may well color how upfront is sold

Freeman, Laurie
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, ps30
Trade Publication
This article discusses issues regarding the costs per thousand (CPM) of buying television network time in the U.S. during 1976 in relation to network CPM in 1999. According to Robert J. Coen, senior VP-director of forecasting at McCann-Erickson Worldwide, the economic condition in the country was a major factor behind the increase in network CPM during 1976. As for 1999, television revenues may rise only about 4 per cent, down from the 9 per cent gains by the industry in 1998. The economic outlook for the year is for sustained consumer confidence, easy consumer credit availability and influence by the millennium on brand promotion.


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