Cable Show: Ad Sales May Be Hurt By Economic Woes And Concerns About Effectiveness, Execs Warn

Ad sales are improving for cable but they may not pop as much as many in the industry had hoped, according to information presented at this morning’s opening session of the National Cable & Telecommunications Association’s annual trade show. “The jury’s still out on what the economic outlook will be in the second half of the year,” Horizon Media CEO Bill Koenigsberg said. Although cable execs say that unit prices for their upfront sales are running about 11% higher than last year, Koenigsberg says “clients now are cautious. I don’t think the barometer of the upfront is a forecast for the future.” Initiative’s Tim Spengler added that he’s “cautiously optimistic” and has seen “no signs of a pullback yet.” The ad execs said that clients may warm to cable once they have a clearer sense of how many people watch their spots, what screens they they watch them on, and how viewers respond to the commercials. “Measurement is not keeping up with the technology,” Mediavest’s Bill Tucker said. “Getting data across screens is the new frontier, and we’re not there yet.” Koenigsberg says that in about six months the industry should have “a true consistent measurement that we can trade on.”

The advertisers followed a panel about the 2012 election on which President Obama political adviser David Axelrod said that broadcasters, especially local TV stations, will continue to receive the lion’s share of campaign ad dollars. (more…)

This article was printed from https://deadline.com/2011/06/cable-show-ad-sales-may-be-hurt-by-economic-woes-and-concerns-about-effectivenes-execs-warn-140087/