Video: SNTA President Mitch Burg Touts Syndication’s Advantages

Dec 3, 2008  •  Post A Comment

As prime-time TV advertisers are exploring more ways to make the most of their TV time in light of rising DVR use, syndicated programming already is employing shorter commercial breaks that yield higher viewer recall.
“There’s no better place in a cluttered advertiser environment to deliver a message,” said Mitch Burg, president of the Syndicated Network Television Associates, at TelevisionWeek’s annual Syndication Roundtable on Tuesday.
Mr. Burg referenced a recent study on Fox’s “Fringe” and the effectiveness of the “Remote-Free TV” 60-second commercial-break format. He said those ads saw higher interest, higher recall and higher scores.
He also speaks to the strength of advertising to younger audiences in syndicated shows. “As network television, especially prime time, skews older, we’re able to deliver more consumers that the advertisers want to reach,” he said.


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