Word: adding
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Dates: during 2000-2009
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...boom in ad sales may also be an acknowledgment that network TV, for all its woes, remains the only way to deliver commercial messages to vast numbers of potential customers at exactly the same time. In an increasingly fragmented TV world--89 viewing choices in the average home, according to Nielsen Media Research--that reach is arguably more valuable than ever. Though the six networks' share of the viewing pie has shriveled to 56% (compared with 90% for just three networks as recently as1980), an advertiser would have to buy spots on several cable channels, perhaps dozens, to reach...
...rest of the media is still uncertain, are the networks seeing such rosy times? "It's counterintuitive," admits Tim Spengler, executive vice president at Initiative Media, a media-buying agency that billed more than $10 billion in U.S. advertising last year. Historically, he points out, significant increases in ad spending don't occur until a weak economy has begun to turn around. "What we've seen instead," Spengler says, "are clients saying, 'We need to go for it. We need to support our brands for the long-term viability of those brands,'" regardless of the economy's overall sluggishness...
Might the networks be tempted to pump up their revenues by adding more commercial time to their shows while the ad market is hot? NBC--whose $2.7 billion in ad revenue for last spring's up-front period dwarfed second place CBS's $1.8 million--raised some eyebrows early in October when it announced that it was adding two minutes to each episode of TV's top-rated sitcom Friends. But Jeffrey Zucker, president of NBC Entertainment, a division of General Electric, says the added minutes represent program time, not commercials. The aim is to make Friends run two minutes...
Still, if you think TV shows have less "show" and more ads than than they used to, you're right. The amount of "clutter"--the industry term for commercials, promotional messages and other nonprogram content--in prime-time network shows has grown from 13 min. 26 sec. in 1992 to an annoying 16 min. 8 sec. in 2001, according to the annual surveys commissioned by the American Association of Advertising Agencies and the Association of National Advertisers. So far, that total is not rising this fall. Network executives insist they have no intention of taking advantage of the ad boom...
...can’t breathe. It is broken bones and internal bleeding from accidents with automobiles. It is promising young people in an instant having their lives changed forever as they commit or become victims of crimes that would not have happened if they had been sober. The beer-ad world is one designed by corporations to sell beer, not to be sure you have fun. The real world of drunkenness...