Networks Present TV Ad-Selling Season
With all the strategy sessions and leaps of faith, the annual television network upfront presentations are a bit like the NFL or NBA drafts.
Despite the changes swirling through the media industry, however, television has yet to be dethroned as the most powerful medium on the planet for reaching mass audiences. The challenge that networks have now is getting advertisers to continue paying as much money for ads as they have in the past.
This week ABC, CBS, NBC, Fox and the fledgling CW and My Network TV will present their fall schedules in theaters packed with advertisers. The network executives will announce which pilots they’ve decided to make into shows, which series they’ve canceled and which old favorites they’ve decided to risk moving to new nights. As for the advertisers, they then have to decide which networks to invest in, and how much. NBC is up first Monday.
In addition to the blossoming of online media, advertisers are dealing with other big changes in the television landscape this year.
The DVR, or digital video recorder, has networks and advertisers worried that more people will skip through ads altogether. This year Nielsen began releasing data on viewership of shows on DVRs, but some say it’s too early to start using it.
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