First-run syndication specialist CF Entertainment has opened a New York sales office and brought aboard Darren Galatt, former director of the national broadcast group at Carat USA, to head it.
Mr. Galatt, who reports to Byron Allen, CF’s chairman and CEO, said his most interesting recent deal took place at Carat, “When I sized up the U.S. Hispanic demographic for [client] Pfizer. The two dominant players, Univision and Telemundo went head to head for the business. … Univision led with reach. Telemundo countered with frequency.”
What was at stake was a big Hispanic broadcast television buy for Viagra, and in the end both networks got a piece of the action. “We set up a sponsorship deal with Mexican League Soccer, secured prominent exposure in music-themed specials, received vignettes across dayparts and were able to do this at attractive prices vs. the prior year,” Mr. Galatt said.
Not surprisingly, Mr. Galatt thinks the next big thing on the TV advertising horizon is resurgent syndication. “As network television audiences continue to erode past the 50 percent share mark clients and buyers are beginning to acknowledge the importance of a well-rounded broadcast TV plan,” he said, “Syndication gives them reach and high-quality programming more efficiently than the big networks, and more than half of the available broadcast gross rating points are already coming from syndicated programs.”
His biggest buying regret is daytime, “Be it network or cable. When you buy for a packaged-goods client, the emphasis has to be on price. That’s the golden rule. Tonnage. Pile on the points. Well, there’s a scary word that buyers don’t often utter, and that word is wear-out. I could swear we were in every break, in every show on every network. Just because it’s cheap on [cost per thousand] doesn’t necessarily mean that women 18 to 49 will buy more product,” he said.
The category Mr. Galatt wished he would have bought more of is sports. “Buying sports events and ancillary sports programming lends itself to relationship building that extends beyond the TV networks’ broadcast footprint. Accounts that execute strategies around sports expand their world to cross-promotion and asset sharing involving teams, leagues and athletes. So it’s not just about what the broadcast network offers the client through on-air exposure, but it’s also about what the advertiser can do for the league through their own distribution channels.”
If he wasn’t in the media sales game, “I’d be a teacher,” Mr. Galatt said. “Probably a math teacher, trading in my CPMs for GPAs.”