TV Dollars and Sense
Behind The Curtain
Mike LotitoMedia IQ
What you see isn't what you get in television advertising, and the result can compromise your brand. Here's how strategic media auditing, done American-style, highlights the inner realities of advertising's biggest investment.
By now, it's almost cliché to complain about national television. You know the tune: less coverage for more cash. This year proved no exception. Predictably, at least one advertiser threatened to “pay back” networks by pulling out of the upfront marketplace altogether. Yet in the end, the networks recorded record sales once again.
The annual posturing about...