Rittenberg: “If I Can Get 10 Percent Of Today’s $500 Million, I’d Be A Happy Man”

By Brian 

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Paul Rittenberg, Fox News senior VP of advertising and market research, wants to snatch away some dollars from broadcast, MediaWEEK reports. He says:

Katie [Couric‘s] bailing on Today will probably turn out to be a net loss for the entire morning broadcast marketplace. But I’m not looking for half or even a third of people’s morning budgets. If I can get 10 percent of Today’s $500 million, I’d be a happy man.”

Anthony Crupi adds: “Rittenberg further noted that since FNC doesn’t play by the broadcast-news rule book, the net has the advantage of being able to offer clients more attractive inventory positioning, adding that 93 percent of its A positions in commercial pods are paid advertisers. (The broadcast morning shows, he argued, tend to air a disproportionate load of in-house promos in their first positions.) Moreover, F&F can offer clients integrated branding opportunities, a no-no in the broadcast space…”