Ratings Currency Hot Upfront Topic

Apr 19, 2009  •  Post A Comment

With a number of marketers cutting budgets as a result of the weak economy, it’s clear that there will be winners and losers in the sellers’ ranks during the upcoming upfront advertising marketplace.
The upfront is historically the time when advertisers pledge to spend billions of dollars on ad time during the next year or so on the national broadcast and cable networks as well as on syndicated programming.
Some observers say now is the time for advertisers to revisit the currency that is the basis of the TV marketplace—Nielsen’s C3 ratings—and come up with a currency based more on return on investment.
On Thursday morning this controversial idea—along with a discussion about splintered viewership and finding the best way for marketers to reach their customers—will be a part of the ninth annual TelevisionWeek-Advertising Age Upfront Advertising Summit at the Roosevelt Hotel in New York City.
This year’s keynote address will be delivered by Ed Carroll, chief operating officer of Rainbow Entertainment Services, parent company of AMC, IFC, WE tv and the Sundance Channel. AMC’s “Mad Men” took home last year’s Emmy for drama series.
Other panelists include Daryl Evans, VP of consumer advertising and marketing communications for AT&T; Rob Master, Unilever’s director of North American media; Peggy Green, vice chairman of Zenith Media USA; Henry Schleiff, president and CEO of Crown Media Holdings; and Tim Spengler, president of Initiative USA, among others.
For further information and the full list of speakers, please visit tvweek.com/upfrontsummit.

One Comment

  1. do any of these marketers have a viable way to measure roi? It’s easier said than done and it’s about time that researchers don’t have to shoulder all the blame for things that can’t have concrete universal measurement.

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