TV networks are uneasy about declining advertising
This article was originally on a blog post platform and may be missing photos, graphics or links. See About archive blog posts.
One analyst forecasts a 15% decline in prime-time ad revenue, leading CBS to unleash a marketing blitz to boast that it is the most-watched network and NBC to unveil its fall lineup two weeks early.
The bugle call marking the start of the TV advertising sales season began a little early this year.
On Sunday, CBS Corp. unleashed a marketing blitz to tell advertisers, viewers and Wall Street that CBS stands out because it draws more viewers than any other network. This morning, rival NBC plans to unveil its fall prime-time schedule -- two weeks before the traditional kickoff of the television ‘upfront’ season and two weeks before the other networks announce their fall lineups.
These early-bird moves underscore the uneasiness in the television industry.
Network executives are preparing in the coming weeks to negotiate sales of their commercial time to advertisers for the coming year. Executives are worried because during last year’s ‘upfront’ market, the economy wasn’t in such a bad state. But the last year has been filled with bad economic news, turmoil in the auto industry (a major television sponsor) and other companies cutting advertising spending.
Read more: TV networks are uneasy about declining advertising
-- Meg James
