Читать книгу Media Selling - Warner Charles Dudley - Страница 78

In most large‐ and medium‐sized agencies, there is a bias in favor of television in general and network television in particular. A typical large national advertising agency might place up to 40 percent of its total US media dollars in broadcast network television. The reason advertising agencies try to sell the benefits of letting their agency handle the advertising for large users of network television (both broadcast and cable) is because if clients can afford the networks, they will generate large fees, especially production fees for commercials. The media department likes to buy network television because it can spend and administer huge amounts of money with fewer people than it would take to place a similar amount of money in, say, lower‐priced radio advertising.

Moreover, creative people do not get higher‐paying jobs by producing beautiful newspaper ads or static banner ads; they move up the ladder to become high‐paid creative directors by developing a reel of award‐winning television commercials.

However, the network television bias is eroding as television network audiences shrink and as millennials cut the cord of cable television and watch streaming entertainment and sports content on their smartphones and smart TVs connected to the Internet. Furthermore, with digital advertising’s ability to precisely target individual consumers, the appeal of broad‐reach, non‐micro‐targeted television advertising has diminished for many marketers.