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Advertisers Skeptical of Reboots and Reduced Ad Loads

May 23, 2018  •  Post A Comment

With the success of “Roseanne,” TV programmers appear to be more reboot happy than ever — but that enthusuasm does not appear to extend to advertisers.

The Hollywood Reporter surveyed ad buyers in the wake of the upfront pitches, and reports that they remain skeptical about all the reboots. THR quotes one buyer saying: “The networks need hits, but I’m a viewer too, and it’s disheartening that they can’t come up with new concepts.”

The report also notes a mixed reaction to the splashy rollout of reduced ad loads, such as Fox’s “JAZ pods” and NBC’s “prime pods.”

“While many welcome the promise of greater resonance for their messages in a less cluttered environment, they also question the markup, which can be as much as 50 percent more than the standard CPM (cost per thousand viewers),” THR reports, quoting one buyer saying: “It’s tough math to swallow.”

We encourage readers to click on the link above to THR to read the full report.

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