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TV Advertisers Paying More Money For Fewer Viewers

First Posted: 06/28/10 01:28 PM ET Updated: 05/25/11 05:55 PM ET

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Ad Age:

After forking over price increases of 7% to 10% for ad time on broadcast TV in the recent upfront market, advertisers are likely to blanch at a disquieting fact: They are paying more for less.
Ad buyers are projecting noticeable declines in household commercial ratings across the prime-time grid for the coming fall season, according to Advertising Age's annual survey of ratings estimates from media-buying firms.

Read the whole story: Ad Age

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After forking over price increases of 7% to 10% for ad time on broadcast TV in the recent upfront market, advertisers are likely to blanch at a disquieting fact: They are paying more for less. Ad buy...
After forking over price increases of 7% to 10% for ad time on broadcast TV in the recent upfront market, advertisers are likely to blanch at a disquieting fact: They are paying more for less. Ad buy...
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HUFFPOST SUPER USER
ApolloniaCreed
152 Fans
09:59 AM on 06/30/2010
Yeah... no cable here. Got rid of it when I realized I could just buy an adapter for my computer, hook it up to my telivision and speakers, and watch virtually anything I want. This is why net neutrality is so important. You don't want your cable company (who is probably aslo your ISP) deciding you content.
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HUFFPOST SUPER USER
sorrytobeakansan
Radical Moderate
1051 Fans
 
06:57 PM on 06/29/2010
The highest consumers of TV are aging quickly. Shock programming and agenda driven news programs are fading in impact and although this may be bad for the advertiser, it is very good for the rest of us in the long run.
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HUFFPOST SUPER USER
GunnyJ
I do my best every time.
376 Fans
 
06:34 PM on 06/29/2010
Except for a very few shows TV sucks. When there is a show you like, the network starts changing the timeslot, then you can't find it so you lose interest and the show is taken off the air....anyway, advertisers need to get hip and smart to ALL OF THE NEW MEDIA MEDIUMS AVAILABLE TO THE PUBLIC TODAY! Make TV suffer and it will get better!
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Paw1
53 Fans
09:11 PM on 06/29/2010
Dude, have you sampled some of the crap that passes for "content" on the web? Makes JERSEY SHORE look like GONE WITH THE WIND.
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booker52
avid reader
1174 Fans
06:28 PM on 06/29/2010
Once upon a time commerical breaks lasted less then a minute. Now a days they cram so many you lose track of what you are watching. As for the programing, that is less then desirable.
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missygoose
106 Fans
10:54 PM on 06/29/2010
I literally counted 15 one night.
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neverbeenfooled
20 Fans
03:28 PM on 06/29/2010
I would bet that not only are there fewer viewers, but they are also less attentive to the commercials, if they watch them at all. it seems that entertainment has now become just a time filler for adverising, which is the primary reason for network programming.
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missygoose
106 Fans
10:57 PM on 06/29/2010
No one watches commercials - I use them to get a snack, take a bathroom break, or just put on my headphones and listen to music till the show comes back on.
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Pippen
247 Fans
 
11:43 AM on 06/29/2010
Not surprising considering the failed programming they keep vomiting at us. I don't know anyone these days who stops to watch more than one program the rest they catch on DVR or download the reruns and skips through all the commercials.

Lets be honest here, regular TV has nothing to watch and Cable is full of some of the worst viewing since Jerry Springer.

I now loathe all reality "stars". I'd like to initiate a "your not special" day in the U.S. where nobody buys a movie, a magazine, a download, or turns on the idiot box all day, zilch nothing.

As a gesture to tell celebrities we dont care get over yourself.
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booker52
avid reader
1174 Fans
06:29 PM on 06/29/2010
Yeah what you said!
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Paw1
53 Fans
06:36 AM on 06/29/2010
This is not news. Given a flat to modest rise in demand (advertiser spending) over time and a diminishing average rating as a result of the explosion of entertainment choices over the last dozen years, it's simple math that advertisers will pay more per viewer on an individual medium like broadcast primetime. However, given cable advertising's far lower cost of entry, advertisers' overall costs, when all media including digital are factored in, has actually decreased over the same period.
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NHBill
578 Fans
11:30 PM on 06/28/2010
"TV Advertisers Paying More Money For Fewer Viewers"

This has been the state of affairs for the better part of the last 30 years!!!!
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missygoose
106 Fans
10:56 PM on 06/29/2010
I cancelled my cable yesterday because the only thing worth watching is All In The Family on TV Land, and I realized I could just get all the great 70's shows on dvd from Netflix for 10 bucks a month instead of spending 75 on cable tv that insults me as a human and a woman every time I turn it on.
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