Ad Sales Are Changing

The new media are having an effect on the advertising revenue of major networks, and it's not something the networks view as "good." The upfront market, in particular, faces decreased growth, and perhaps even outright decreased ad dollars, in comparison to past years. Traditionally, advertisers buy 70 to 80 percent of available commercial time well in advance of the fall season. This is known as the "upfront market;" the remaining time is sold during the season in the "scatter market." As television shows move to Web sites, iPods, and cellphones, among other forms of "new media," advertisers seem less willing to spend exorbitant amounts on traditional commercials. Many analysts are remaining silent on the issue, but some feel that the whole market, and particularly struggling networks such as NBC, may be hurt as advertisers consider these new options. Charlie Rutman, chief executive for North America at Del.icio.us") | Yahoo! My Web Technorati: Doug is a staff writer for murdok for the latest eBusiness news.