What the Buyers Want, and What They're Getting

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NEW YORK Advertisers’ budgets for spending on television for the 2007-08 season will be flat to up by a few percentage points from last year’s $8.75 billion, media buyers said. And when the broadcast networks introduce their fall schedules in New York this week, buyers warned, they will need to offer shows with better hit potential, or dollars will go elsewhere.

Media buyers made a point of saying last week that positioning is not enough to win bigger budgets.

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