TEXT OF STORY
Scott Jagow: It’s upfront season, when the TV networks sell ad space for next season. Stacey Vanek-Smith checked in on it’s going.
Stacey Vanek-Smith: It’s been a staticy season for TV. Ratings are sliding, there was a writer’s strike and the economy’s in a slump. All of that had the networks bracing for a big drop from last year’s $9 billion upfront market. But instead, things are holding steady.
Hollywood Today’s Alex Ben Block says TV is still the best way to reach a broad audience.
Alex Ben Block: Even with all the alternative forms of marketing, if you want to build and buy awareness, you still have to go to network TV. And the big advertisers realize that and they’re willing to pay for it.
But advertisers don’t always want to go big, so cable expects to cash in, too. Channels like TBS and TNT have hiked ad prices significantly this year.
Block says even though cable audiences are smaller, they’re easier to hone in on. So channels like ESPN and The Food Network can command premium prices.
In Los Angeles, I’m Stacey Vanek-Smith for Marketplace.
We’re here to help you navigate this changed world and economy.
Our mission at Marketplace is to raise the economic intelligence of the country. It’s a tough task, but it’s never been more important.
In the past year, we’ve seen record unemployment, stimulus bills, and reddit users influencing the stock market. Marketplace helps you understand it all, will fact-based, approachable, and unbiased reporting.
Generous support from listeners and readers is what powers our nonprofit news—and your donation today will help provide this essential service. For just $5/month, you can sustain independent journalism that keeps you and thousands of others informed.
Donate now to get almost any thank-you gift.