Advertisers Want to Talk to Networks About Ditching Integration Fee

Feb 26, 2008  •  Post A Comment

Major advertisers and media buyers want to sit down with ABC, CBS and NBC to discuss the integration fees they charge sponsors.
The fee originally covered the cost of integrating commercials into the networks’ programming stream. Now, even though spots no longer need to be manually integrated, the advertisers say, the networks still collect about $125 million in fees each year.
The fee had been an issue for advertisers even before Tuesday’s formal request by the American Association of Advertising Agencies and the Association of National Advertisers for the networks to join an integration fee task force and meet before the upfront sales season.
In previous studies of ANA members, 87% of those surveyed answered “no” when asked, “Is it fair to be charged network integration fees by ABC, CBS and NBC?”
Fox, the CW, MyNetworkTV and the cable networks do not charge an integration fee.
“These fees place an unwarranted burden on marketers,” said Bob Liodice, president-CEO of the ANA.
“We strongly encourage ABC, CBS and NBC to reconsider this practice, as a measure of good faith toward marketers, whose sponsorship enables networks to keep their programming on air,” Mr. Liodice said.
“Our members are at the mercy of the networks here,” said Nancy Hill, president of the AAAA. “The old processes of integrating commercials into media are no longer necessary in this digital era, but airing commercials on these major networks is.
“We look forward to having the chance to discuss this matter with the networks in a fair and balanced way.”
The fees will be discussed at the ANA’s Television & Everything Video Forum on Thursday and at the Four A’s Media Conference & Tradeshow in early March.
ABC and CBS declined to comment, while NBC said in a statement, “We prefer to discuss these issues directly with our clients.”
2:15: Updated with network comments


  1. Rooney, 24, supposedly slept with 21-year-old Jennifer Thompson, who costs £1,200 a night time, seven times in four months. They had sex in 1 of Manchester’s many exclusive hotels, and had been to clubs and betting houses together. That is really a lot to invest no? lolaline

  2. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  3. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  4. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  5. I’m happy I found this blog, I couldnt discover any info on this subject matter prior to. I also run a site and if you want to ever serious in a little bit of guest writing for me if possible feel free to let me know, i\’m always look for people to check out my site. Please stop by and leave a comment sometime!

  6. Blogroll links aint that wonderful 😛 but i’m not the admin?- 😛 ?- Just Telling 😛

  7. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  8. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  9. I like this site presented and it has given me some sort of commitment to have success for some reason, so thank you.

Your Comment

Email (will not be published)