TV’s mad men in ad men chase
While the ad market is getting good deals from networks now, word is they will pick up lost ground when the climate turns.
- Published by David Knox
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- Filed under News
Advertisers, you have been warned.
“What they don’t understand is the networks will come back and do them over so royally they won’t know what’s hit them,” one industry executive, who did not want to be named, has told the Sydney Morning Herald.
The comments come after networks have taken a hiding in the economic downturn and the diminishing advertising dollar.
“When the market turns, you can be certain the networks will drive up prices as aggressively as they can in top-rating and high-demand programs. It will be particularly pronounced in the Sydney market.”
Seven Network’s director of sales, Kurt Burnett said, “There have certainly been instances where the negotiations … have gone beyond the realms of good business sense.
“There are a few pushing the barrow somewhat. We all have businesses to run and that might be getting lost in the bigger picture.”
Anthony Fitzgerald, chief executive of Foxtel’s sales arm, MCN, agreed: “Yes, some things have gone too far. That will cause some issues in the future when the market improves.”
Source: smh.com.au