Advertisers Shun 30-Second Spot

This New York Post article reports on how complicated the TV advertising landscape has become.

Traditionally, networks sell the bulk of their advertising time for the fall season right around now — generally referred to as “upfront” ad sales. But that’s starting to change.

“Advertisers said the upfront is no longer just about the 30-second spot. More marketers are holding out for digital deals involving the Internet, product placements and marketing tie-ins,” writes Holly M. Sanders.

“The explosion of options, along with the growing use of ad-zapping devices like TiVo, have shifted the balance of power in favor of advertisers.”

Could mobile advertising become part of these deals? For now it’s mostly separate, though we expect that to change as local networks get involved with mobile TV.

‘UP’ SIDE DOWN [New York Post]

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