Volume Control

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Do Ratings Follow Rules of Engagement?

“As we begin to turn our attention to this year’s upfront market, the question we find ourselves asking is, Do TV ratings still stand up as a reliable and usable measure that advertisers, agencies and broadcasters need to make the right investment decisions? In a multiplatform, digital media world where engagement is as important as headcount, it’s time to think about a different currency.”

Antony Young, president of Optimedia U.S., on Ad Age’s “Mediaworks” blog http://adage.com/mediaworks/

A Matter of Money, Not of Timing

“No matter what Turner Broadcasting — who now champions not only the upfront process, but the broadcast upfront process — or NBC Universal — which champions a more subtle upfront approach — tell you, they will agree perfectly on one point: They all love the upfront money.”

Wayne Friedman, MediaPost’s TV Watch blogs.mediapost.com

Ratings Downturns Mean May Showers

“If 2009 brings a pullback, we may start to see it in the May Upfronts, when the U.S. TV networks pre-sell as much as 80% of their ad inventory for the 2008-2009 season. Demand is expected to be strong in the Upfront, but total dollars could still go down, especially for broadcast, due to declining ratings.”

Michael Learmonth, Silicon Valley Insider http://www.alleyinsider.com

Wait ’Til Next Year— Then Panic

“This is also an anomalous year for advertising with high-profile events like the Olympics and the presidential election boosting giving ad spends a nice bump. Next year could be the hangover year for the industry.”

Chris Albrecht, NewTeeVee http://newteevee.com/

The Most Frightening Thought of Them All

“Maybe after all these years of watching the tube, I’m just immune to ad messages.”

Joseph Bua, I Am a TV Junkie http://iamatvjunkie.typepad.com/

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