By Frank MacekOne of the changes being seen in the current economic climate is where advertisers are willing to spend their money with broadcast networks and local television stations.
Advertisers think they have found a perfect opportunity in the bad economic climate to try and tip the balance of power that has existed between them and TV for decades.
For the first time, the broadcasters are seeing advertisers making demands of networks and stations as they try to better target their audiences with smaller advertising budgets.
Stations and networks have generally forced their clients to buy a schedule of commercials in several shows or day parts. If an advertiser would buy spots in "B" and "C" shows, they usually got the first dibs on the "A" shows with the best ratings - at a premium price, of course.
This year, we are beginning to see a fundamental shift that could be a battleground for years to come according to industry observers.
Advertisers want to buy commercials only in shows they like, or fit best with their brands. Their sentiment is why would they spend money on programs with little chance for return just to please the networks or stations?
This is upsetting broadcasters who are faced with the reality a bad economic climate may mean they swallow their pride and make deals to keep whatever advertisers they can.
On the positive side, this type of advertising may be good for the consumer who may pay more attention to commercials that specifically target their tastes or interests. Would you rather watch a commercial that interests you in your favorite show? Or one that has no connection to the broadcast or your lifestyle? These are the questions being circulated to see if super sizing a particular demographic can really produce better advertising returns for the money.
This may actually force broadcasters to ramp up their efforts for better quality programs that attract larger audiences. Television is still very relative in people's daily lives...and people are willing to watch if you give them a reason too. Think shows like the "Kentucky Derby," "American Idol," or Sunday NFL football games or Super bowls that draw large audiences consistently.
Plus, we must adapt and start thinking more on content across all platforms...on-air, on-line and mobile. And we must think "live" - like in the golden days of television when DVR'ing programs for later watching isn't as appealing as watching them "live."
Perhaps the advertising revolution we are starting to see may just force us to focus a little more on our viewers - and that is a good thing for all involved.
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Disclaimer: The opinions expressed in this article are those of the author and do not necessarily reflect the views or opinions of WKYC or Gannett Broadcasting.
