HGTV net earmarks $2.5 mil for makegoods

Ross, Chuck; Lafayette, Jon
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p1
Trade Publication
This article deals with issues concerning the advertising practices at Home & Garden Television (HGTV). E.W. Scripps Co. has set aside $2.5 million for marketers whose national advertisements on Home & Garden Television were pre-empted in many homes by local spots. The move, which startled a number of media buyers, was revealed in Scripps' third-quarter earnings announcement. Scripps noted that in the third quarter of 1999 the company accrued $2.5 million for make-goods to HGTV advertisers related to possible underdelivery of audience levels since 1997. Scripps spokesman Mark Kroeger confirmed the underdelivery was the result of national spots being placed in time slots where they were covered on some cable systems by local spots. He said the $2.5 million should cover any make-goods that have to be given to advertisers.


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