Madison Avenue starts looking like Wall Street

Joe Mandese

In his regular look at the U.S. media scene, Joe Mandese describes NetCosts – a company that will provide data on the ‘real’ market price-paid of network TV airtime in the USA.

Madison Avenue starts looking like Wall Street

Joe Mandese

Madison Avenue is frequently likened to Wall Street. People make the comparison because it often seems that the advertising marketplace performs like financial markets. Advertisers invest in media inventory in much the same way as institutional investors buy into stocks and bonds. Advertising agencies conduct their own form of 'equities' research (we call it media planning) to determine the best portfolio mix for their client  and then they function like Wall Street traders to procure the best market prices with the most advantageous timing. Nowhere is this analogy more prevalent than...

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