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LOS ANGELES Despite mounting concerns about strike-induced ratings shortfalls in the months to come, most advertisers are sticking with their upfront media commitments.
Most advertisers had until this week to cancel up to 50 percent of their upfront ad purchases for the second quarter. But with the deadline passing, few clients actually opted out, network and media agency sources said.
“Advertisers are very wary that they’re not going to get the ratings points in the marketplace that they expect,” said Steve Lanzano, COO of media agency MPG.
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