• Ad Age , Monday, May 22, 2006 12:16 PM

As the networks throw their biggest hits against each other on Thursday nights come fall, Ad Age reports that is "sure to send consumers to their DVRs and Internet browsers--with the potential consequence that many of the ads in these expensive shows end up getting zapped." Each is "trying to program for appointment viewing--and perhaps their digital futures--making it difficult for buyers to decide where to spend their $9 billion or so dollars," in the upfront Still, though, some are looking forward to the Thursday faceoff, as such stiff competition could raise overall viewing levels. "I see Thursday as an opportunity for growth," said Bill McOwen, MPG's executive vice president-director, national broadcast. "There are three or four distinct audiences being served and an ability to get Thursday back on top of the heap."

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