Broadcasters Beware, Media Buyers Warn

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‘I know we threaten to move money out every year, but I’d say they should be more worried this year than last year.’

Four months before they place their clients’ money in the 2004-05 television season, media buyers are again threatening to shift a significant amount—as much as $1 billion in upfront marketplace ad dollars—out of broadcast network TV and into cable. Broadcast sales chiefs are concerned that this time buyers will follow through, having paid through the nose to get on broadcast last year only to watch network ratings drop again this season.

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