Wall Street analyst Christopher Dixon said Thursday that 'we should see a
real effort' by networks in this spring's upfront ad-sales marketplace to
combine measured media with unmeasured, more direct-marketing-related media
Buys like the one announced Wednesday by The Quaker Oats Co.'s Gatorade with
ESPN/ABC Sports were 'tough to do two years ago,' but they are becoming
increasingly prevalent, said UBS Warburg LLC's Dixon, one of four Wall Street
analysts on an International Radio & Television Society Foundation
Inc.-hosted breakfast panel in New York.
Cross-media selling also starred at the Cabletelevision Advertising Bureau's
New York conference earlier this week.
Such vertically integrated giants as AOL Time Warner Inc., The Walt Disney
Co., News Corp. and Viacom Inc. will be 'increasingly difficult to compete
against' not only in assembling such sales packages, but in competing for
programming, Merrill Lynch & Co.'s Jessica Reif Cohen said.
She cited TNN: The National Network and FX as networks that can now better
compete for attractive programming as part of mega-media