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Findings May Indicate Broadcasters’ Artifice Involved
NEW YORK-USA Networks is shopping a proprietary study to agencies showing that, without the sweeps months, ratings for broadcast networks’ biggest shows, such as Frasier and ER, drop precipitously, suggesting that broadcasters’ ad rates are artificially inflated.
USA arranged the study at the suggestion of an unidentified media agency that has grown frustrated with paying higher CPMs for lower ratings on broadcast TV. The study, headed by Ronnie Beason, vp, ad sales, marketing and research, found that from Sept.
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