ABC Prepares ‘Two-Way Street’ Ad Sales System

By Andrew Gauthier 


As ABC and its affiliates ramp up a system allowing stations to buy additional time from the network, plans call for putting the reverse in play. The initiative would be expanded into a two-way exchange, giving ABC the chance to buy some inventory from its affiliate base.

Under a dual-lane system, ABC could be dealing with lagging sales, but stations may have a robust market. ABC could put spots up for sale that the affiliates might jump at the chance to buy — then re-sell them at a higher rate.

In the reverse situation, ABC could be in a booming market and eager to buy inventory from stations More…