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The proposed merger between Viacom and CBS means the consolidation of some $11 billion in ad revenue across TV, radio and outdoor media properties, doubling the size of the new Viacom’s nearest competitor. Is that bad news for media buyers?
Viacom’s stranglehold on that much ad time and space means only one thing: Advertisers will end up paying through the nose.
With all the media alternatives out there, the client with the big media budget is still in the driver’s seat.
Results of our poll posted 9/10 are based on 243 responses at press time, 9/17.
For next week’s question, go to our Web site at www.adweek.com.