paying a premium for prime time
big news in the US market last June was that the market had paid doubledigit
increases in costsperthousand for the privilege of securing primetime spots
for the fourth quarter and beyond. This was news mainly because the economy is
not exactly on fire at present.
advertising pays back to advertisers in different ways, depending on their
specific goals and targets. The key question is: can payback be improved by
changing the overall marketing mix (ie between advertising and other activities)
or simply by changing the TV schedule mix? At some point, advertisers will
simply not be able to afford to keep paying inflationbusting increases in CPMs.
the end of the day, the market seems dazzled by the appeal of getting
advertising into the highestrated programmes. It is as true in other countries
as in the US.