Makegoods Still Making Trouble for Stations As They Look To Advance Advertising Platforms
Agencies want broadcasters to run what they pay for and feel that should no longer be challenging in 2023, executives from Sinclair, Magna, Icon International and Locality said during a TVNewsCheck webinar last week.
NBCUniversal has a growing and somewhat serious early makegoods issue for the Olympics — due to underdelivery of expected viewers, now five days in for the event. The company believes streaming and digital inventory time can lessen the blow. But with viewing numbers down around 35% to 40% or more versus the 2016 Rio Summer Olympics, the near term doesn’t look good — especially on the linear TV side of things, according to media-buying executives.
Now four months into the 2020-21 TV season, major TV networks are still dealing with worse-than-normal audience under-delivery advertising promises this season. That makes it harder to have makegood viewership rating guarantees made in the upfront period.
Growing Fees Slow Spot Automation Growth
Per-transaction fees and resistance by walled gardens are hampering the development of tools to streamline the complicated world of buying and selling spot TV advertising.
Spot Automation: A Timeline
A user’s guide to automation development at Hudson MX, ProvantageX, Videa and WideOrbit.
TV networks are giving away more commercial time this NFL season than a year ago to make up for one of the worst ratings declines in a decade, a rare sign of weakness for the biggest draw on television.
Exclusives
The network falls short on guarantees to advertisers, and ratings see especially big declines among adults 18-49. Adding in cable and streaming gives numbers a small bump.
