Media Outlook 2002

Living In A Buyer's Market

Judy Girard
The Food Network

'TV is essentially a selling medium.... Entertainment is just the bait'

Bernie Brillstein, Brillstein-Grey Entertainment Where Did I Go Right?

This year, the seller's decade of advertising control ended. Now we're clearly living in a buyer's market.

The dawn of this era was slowly being driven by new technologies on the horizon. VOD, TLVO, virtual channels, etc. brought growing advertiser concern, to be sure. Over the last few years, an abundance of agency mergers took place. Super buying powers were formed. The proliferation of channels exploded, and will only continue. Now, advertisers can buy around almost any single outlet and reach their delivery goals. Very few channels – even major broadcast networks – are must-buys.