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OWN Falls Short of Ad Promises

Jun 17, 2011  •  Post A Comment

OWN, Oprah Winfrey’s fledgling cable network, has fallen short of the audience levels it had promised to advertisers by nearly one-third, reports the New York Post.

The network has averaged a 0.1 rating on a total-day basis, which is below the 0.3 rating the network had expected and promised to advertisers, the article notes. To make up the difference, OWN has had to provide "make goods," or extra commercial time that’s given to compensate for ratings shortfalls.

Nevertheless, advertisers are paying premium rates to reach OWN’s audience, with ad rates between $20 and $24 per 1,000 viewers, on par with more established networks such as Bravo.

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