TV Nets Resisting Ad Rate Cuts
The nation’s big media companies are trying to avoid great pressure from advertisers and media buyers to take severe cutbacks in ad rates in early talks as part of the industry’s annual upfront ad market, according to three executives familiar with discussions. Their pushback suggests owners of networks like CBS, NBC, ABC and Fox are betting that a return of favorite TV elements like sports will draw new interest from sponsors and generate more demand for TV commercials — and potentially help them avoid capitulating to the most onerous demands.
This article was originally posted on variety.com
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