In a new MediaPost column published today, MMi’s Mike Solomon wonders whether media agency buyers will keep complaining about the broadcast networks’ selling tactics, or whether they will actually do something about them. In a recent panel session at an annual national TV upfront preview forum (MediaPost’s Outfront), agency executives from major holding company shops complained that some of the networks had lied to them about reduced commercial clutter at last year’s Upfronts. They also lamented declining ratings, increasing cost-per-thousands, and the shiny object selling tactics employed by the broadcast networks to improve their yields (in the face of said declining ratings).
“But agencies are often complicit when they take the ball and peddle these shiny objects to their clients,” Mike observes. Networks don’t want to talk about declining ratings, so they change the conversation by focusing on something else — “New, more effective units or commercial pods (that of course have a different rate structure). Different measurement currencies. Audience-based buys. Quasi-digital, custom targeting,” as Mike notes in the column.
Read the full post here.
You can also read our indepth Media Watchdog post on this topic “Were TV Buyers ‘Robbed’ By Broadcast Networks In Last Year’s Upfronts?”
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