• Ad Age, Tuesday, January 16, 2007 10:45 AM

Google's foray into the inexact territory of television ratings is one of the worst-kept secrets in recent media history. The fact that one of the big TV networks--CBS--is abetting Google's initial entry into the $68 billion television ad business, is more of a surprise.

CBS Corp. is already close to finishing a deal that would have Google sell ads on CBS Radio, so a television deal could be only a few steps behind. Unnamed sources said Google would offer CBS revenue guarantees in exchange for licensing and reselling its traditional media inventory, including, perhaps, local TV spots.

Everyone knows it's getting tougher out there for those in the local TV ad business, and Jupiter analyst Barry Parr believes this could provide Google with the opening it needs to enter the TV market.

Like relevance, for example, which is essentially what its business model is all about. If Google can offer better targeting, marketers will pay for it, and content owners and ad shops will be happy,right? Media buyers point out that just because Google enters local TV doesn't mean more small advertisers can afford TV. That said, an acquisition like Spot Runner, a company that produces low-cost creative using stock video footage, would then make sense.

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