Cable Show: Ad Sales May Be Hurt By Economic Woes And Concerns About Effectiveness, Execs Warn

Ad sales are improving for cable but they may not pop as much as many in the industry had hoped, according to information presented at this morning’s opening session of the National Cable & Telecommunications Association’s annual trade show. ”The jury’s still out on what the economic outlook will be in the second half of the year,” Horizon Media CEO Bill Koenigsberg said. Although cable execs say that unit prices for their upfront sales are running about 11% higher than last year, Koenigsberg says “clients now are cautious. I don’t think the barometer of the upfront is a forecast for the future.” Initiative’s Tim Spengler added that he’s “cautiously optimistic” and has seen “no signs of a pullback yet.” The ad execs said that clients may warm to cable once they have a clearer sense of how many people watch their spots, what screens they they watch them on, and how viewers respond to the commercials. “Measurement is not keeping up with the technology,” Mediavest’s Bill Tucker said. “Getting data across screens is the new frontier, and we’re not there yet.” Koenigsberg says that in about six months the industry should have “a true consistent measurement that we can trade on.”

The advertisers followed a panel about the 2012 election on which President Obama political adviser David Axelrod said that broadcasters, especially local TV stations, will continue to receive the lion’s share of campaign ad dollars. Read More »

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TV Broadcast vs Cable: Enough Ad Dollars?

For Deadline today, freelance journalist Diane Haithman covered the Hollywood Radio and Television Society’s Newsmaker luncheon at the Beverly Hilton:

brokenTV18What will the TV industry have left to buzz about after fallen NBC talk show host Conan O’Brien’s new 11 PM show launches in November on TBS? And the world finally finds out whether his young, hip, Twitter-happy fans will follow him from NBC to cable? Once again, NBC and Conan launched the discussion at yet another industry gathering. O’Brien’s choice to sign with TBS instead of Fox after the “fairly catastrophic” NBC debacle (as FBC’s Kevin Reilly called it) was used as a starting point for a discussion about whether cable TV represents the television industry’s sweet spot in 2010. Oprah Winfrey’s move from syndication to starting her own cable network got a mention, too, but that was announced way back in 2009 — and she’s just not as much fun to talk about as Conan.

On the panel billed as “a post-upfronts look at the business of the business”: O’Brien’s attorney Leigh Brecheen, partner and head of television at the law firm Bloom Hergott; Paul Lee, president of ABC Family; Steve Mosko, president of Sony Pictures Television; Kevin Reilly, president of Fox Broadcasting Company; Chris Silbermann, president of ICM; and Tim Spengler, president of Initiative USA.

Well, time will tell whether cable is good to Conan – but what about everybody else? The rest of the discussion revolved around whether 2010’s promising upfronts mean that traditional, scripted broadcast TV series are back on top – and whether the networks can exist in happy harmony with cable channels, online TV options and VOD. Read More »

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