In a recent article, Ad Age requested the agency's viewpoint on the divide between CBS and NBC on the future of network television. One believes it is in retreat and the other believes it is still the best media buy there is. Here is how we replied:
We find it difficult to conclude that network advertising is in retreat. To begin with, television is a mainstay in people’s lives and networks dominate. Obviously, they have taken a hit from cable and a bit from the Web in terms of household viewing, but the networks are still the super powers of television.
Given the fact that the recession has taken some network advertisers temporarily out of the medium and (in many cases) into some forms of social media, the CPMs had to be reduced accordingly. That will change as the economy improves. Only the networks, however, have the power and clout to televise major events and promote them properly to continue to attract large audiences.
The advent of HD has made the quality of the picture vastly better and this will continue as more LCD-based monitors replace current sets. Networks can telecast their programs in the highest-qualitative manner with the best technology available. In my opinion, they will continue to dominate “live” special events, sports championships, and regular quality programming.
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