News > Ad Buying Season to Begin Amidst Widespread Confusion
May 9, 2007
Via:
The upfront ad season - a period of time during with up to 80% of all advertising time for the coming year is usually sold off - has begun under a shroud of confusion over how to set prices, how to account for changing media and how to determine who is actually watching the ads. In other words, if you have a DVR, not only will you not show up on the standard ratings, but you most likely (though not certainly) will not watch the commercials. Plus, the fact that you own a DVR probably places you in an otherwise pretty desirable demographic for ad-buyers. Industry insiders seem to indicate that it may be time for a sea change in how ads transactions are dealt with, a change that could or should gradually move down the line and perhaps radically alter television forever.
