06/28/2010 12:28 pm ET Updated May 25, 2011

TV Advertisers Paying More Money For Fewer Viewers

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.

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