Thursday, April 29, 2010

TV Ad Sales Market Rebounding

Despite the internet, despite VOD and DVR, despite other media, the TV business is growing again. "Barclays Capital analyst Anthony DiClemente expects upfront ad dollars for the four major broadcast networks -- ABC, CBS, Fox and NBC -- to rise 20 percent to $8.26 billion this year." Good news for the broadcast networks, and certainly good news for the cable nets as well. Advertisers seek TV for their media budget.

At the same time, let's hope that these same advertisers recognize that the only way to break out of the clutter is to diversify so that your message resonates across platforms. Out of box creative, entertaining copy, targeted placement to the key audience groups, can further assure that your message is heard and that consumer purchasing action occurs. And the choices for placement is vast. Besides TV, radio and billboards, newspaper and magazines have not gone away either. A solid direct marketing approach will also enable messages to enter into the home. And then there is social networking. It may appear to be a very inexpensive means to talk to the consumer but viral doesn't necessarily cause results. Social networking opportunities need to co-exist with these other media platforms to truly connect consumers with brands.

And so it is great to hear that spending is rising; let's hope the trend continues across platforms. Healthy spending indicates a better economy. And in this changing entertainment landscape, it's nice to see some good news.

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