As reported on Adweek, the six major broadcast networks will hold a joint press conference on Wednesday to beg...er implore...er justify...er request that advertisers include DVR playback viewing as part of their media buys.
This is allegedly the first time ever that the networks have made a joint presentation on an advertising-related issue.
As much as I'd love to lead a group Kumbaya as the networks join hands and toast marshmallow's togeter with their cute critter buddy, Tivo, I have to disrupt this little party with the following reminder: although DVR playback will boost ratings of programs, the advertising ratings will flatline.
This act of desperation is indicative of a scenario where the networks are grasping at straws in order to stem the tidal wave of attrition caused by an ever-fragmenting media landscape. The only short term winner here is product placement.
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