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More Wisdom on TV Ads May 5, 2004

Posted by David Card in Uncategorized.

More sensible talk about commercial TV, courtesy Wall Street Journal interview with Joseph Abruzzese, Discovery’s ad chief.

On shifting ad dollars from broadcast to cable:

… I don’t think there’s going to be a 40% shift of dollars, but there could be a 10% shift [to cable]. A 10% shift could be a billion dollars. A billion dollars is 10% [to the broadcast networks], but in cable, because it’s smaller, it’s a 17% shift, a 17% increase in dollars for cable.


WSJ: What can cable offer that broadcast can’t? Does it matter that your audiences are smaller?

Mr. Abruzzese: I think we offer a little more integration in our products. When you look at what Home Depot has done on “Trading Spaces,” or what Procter & Gamble has done on a lot of shows using the Swiffer — we do a lot of that. It’s helped a lot.

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