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Networks Resist Ad Discount Requests

The TV ad tug of war has begun. Media buyers are asking TV networks to roll back advertising prices, both in the current scatter market and for ad time booked during the 2008 upfront. But network executives say there's enough demand in the market to keep prices near where they have been since the May upfront.

"Every client in town is trying to push every network to see if they can get lower pricing -- we'll see what the market bears," says Andy Donchin, Carat director. So far there's been little movement. Cable sales executives say that in recent weeks, they have been able to complete four-quarter ad buys that begin in January at prices in a similar range as the broadcast upfront in June.
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Beyond pricing, buyers are looking for other ways to give their clients more bang for their marketing bucks. In some cases, advertisers might be satisfied with upgrades to where their spots run, or by higher audience guarantees, says one buyer.

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