Media Outlook 2004: Spot TV

Patrick Mullen

Demand for spot TV is likely to grow in 2004 in the US, driven by a recovering economy and other market forces (including its being both an election and Olympic year).

Media Outlook 2004

Spot TV

Patrick MullenTribune Broadcasting

In the TV business, you hear about it all the time the dazzling array of choices most TV viewers face today. The '500-channel universe' for cable and satellite homes has become a reality, and with it, incorrect assumptions about the effectiveness of niche channels as an efficient advertising option in local markets.

For companies that need an efficient way of reaching a large audience, the fact remains that mass media is the key. Advertisers have long recognized the focused-delivery aspect of spot television...

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