Top Media Buyers Allege Networks Lied in Last Year’s Upfront

Apr 26, 2019  •  Post A Comment

The television networks were accused of misrepresentation by some of the top Madison Avenue network TV buyers, MediaPost reports. The allegations surfaced during a panel discussion in Thursday’s opening session of the publication’s Outfront Conference in New York City.

The report quotes Mike Law, head of U.S. media investment at Dentsu Aegis Network, saying: “It’s robbery. They actually lied to us.”

“Law was speaking about promises made by some major networks to reduce their prime-time commercial loads on the premise that it would improve their viewers’ experience and boost ratings and attention to advertising,” MediaPost adds.

The report notes that Law, who was commenting on last year’s negotiations, declined to name a specific network. But MediaPost adds that “it is well known that Fox and NBC took the most aggressive positions on reduced ad clutter pitches coming into last year’s upfront.”

The report notes that Law did not use the word fraud, but adds that he said network sales executives “sold us on a proposition that you thought was going to happen.

“You paid more for something they told you was going to happen and none of it happened.”

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