TV programme barter
How it's doing, and what's in it for big advertisers and media shops
Chris Quinlan
Programme barter (at its simplest, the exchange of programmes for advertising airtime) is growing in step with TV's fragmentation and cost pressures on broadcasters. The players now include advertisers and agencies, as well as producers. While not yet as substantial a business in Europe as in the US, it could amount to three or four per cent of programme expenditure by 1995. This paper explains the benefits to those involved, regulatory and other pecularities across Europe, and some recent deals.
The...