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Buyers Look for Summer Make-Goods

May 12, 2008  •  Post A Comment

Ad buyers stated that a decreased demand for summer ads as a result of a sluggish economy will allow the networks to give out owed audience deficiency units this summer, Mediaweek reports. Make-goods should be handed out in the summer so as not to impair the fall season, the newspaper says. The broadcast networks, which are facing a cumulative 7 million fewer viewers during May sweeps compared to November sweeps, are expected to bounce back in the fall, the newspaper notes.
—Vlada Gelman

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