Split Thirty's Rile Affiliates and Advertisers

Article Abstract:

In order to avoid a lawsuit by Alberto Culver Co., ABC (American Broadcasting Cos.) and NBC (National Broadcasting Corp. Inc.) are removing all barriers to the airing of split thirty commercials. Alberto Culver and CBS (Columbia Broadcasting System Inc.) are currently entangled in lawsuits over the concept of product mix advertising in a split thirty commercial. Network affiliates are opposed to the actions taken by ABC and NBC, fearing additional clutter. Other advertisers are pleased with ABC and NBC's relinquishing of the corporate sponsor bridge requirement. Media people feel that the split thirty commercials will help eliminate the competitive advantages of the larger brands.

Cases, Television advertising

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How Top Cable Nets Win Advertisers

Article Abstract:

Cable television networks are beginning to employ constructive marketing strategy to attract and keep advertisers. The Council for Cable Information will begin an advertising campaign to promote a positive national image for cable. Agency analysts see room for more market research on cable audiences. Cable marketing must avoid internetwork competition that might eliminate the few available advertising dollars. Cable networks should market directly to the client. Cable can promote itself to advertisers as an advertising supported service.

Cable television

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Regardless of Size Barter Will Boom

Article Abstract:

The ad-supported syndication market is under attack from a report by Blair Television. Media directors who buy barter will continue the practice even in light of Blair's report. Station managers prefer cash to barter. Lexington Broadcasting, the largest syndicator, finds fault with the Blair report figures. ASTA is promoting syndication benefits to agency media departments. Barter is a cost effective means of reaching the public. Agency expenditure for syndication has increased since the issue of the Blair report.

Syndicates (Finance)

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