For instance, when a top show unexpectedly goes into reruns, buyers had to negotiate adjustments -- in some cases, commercials in other shows to make up for viewer
shortfalls. But for shows now returning to the airwaves, advertisers that originally had units in a program should presumably still have them, although it's not always so clear-cut.
One factor is whether viewers will return to the networks to see the new original episodes: "We are going to have to revise our estimates given the disrupted and highly altered schedule," says Shari Brill, vice president of programming at media buyer Carat. "The landscape is very different versus what was announced last May."
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