But MPG and Carat deny they gave in: "It is not our preference to
do program-ratings deals with cable networks," says Bill McOwen, director of media investments at MPG, adding that any buys made on cable will "take commercial ratings into consideration."
For Andy Donchin, director of national broadcast at Carat Americas, "negotiating deals based on commercial ratings is more necessary with cable than broadcast because of the length of their commercial pods and the amount of tune-out during commercials."
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