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By Alan Gottesman





Webenomics The Media Group at Bozell prepared a review of the 1996/1997 network TV prime-time season. The headline news is that viewership continues to erode, and the four-web share dropped below 60 percent for the first time. Advertisers have been griping about the sag in ratings and share numbers for years, yet the price of airtime keeps going up. It’s a clear case of paying more and getting less. But virtually all network ad buys are negotiated individually, and advertisers have plenty of chances to resist the higher prices–don’t buy.







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