Sure, TV retains its advertising dollars in this recession, but what’s really going on?
The piece tells us that while the money continues to come in ratings are down and so the broadcast networks, who guaranteed a certain number of viewers at the beginning of the season for upfront money, are having to give advertisers free placements to “make good” on that commitment.
So this is really nowhere land: Fewer viewers in broadcast but greater uncertainty about how to reach them online. Where would you put your money?
You bet I’d still put a bunch of it in broadcast, but I’d also put at least 25% of it online and be learning, learning, learning . . . if, in fact, that’s where my customer is going.
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