According to Adweek, network TV isn’t delivering the eyeballs marketers are paying for.
NBC has quietly begun reimbursing advertisers for fourth-quarter prime-time ratings shortfalls, averaging about $500,000 per advertiser, according to media buyers, marking the first time in years a network has taken such a step to compensate marketers for ratings deficiencies.
Among the Big Four networks, NBC has the most serious ad shortfall, as its prime-time ratings are down most dramatically. Meanwhile, none of its new series this season have caught on with viewers. Compounding buyers’ angst about NBC: the net’s plan to add more reality shows.
“NBC used to be the upscale, quality network,” said Laura Caraccioli-Davis, evp, Starcom Entertainment. “We have come to expect quality, iconic programming. Maybe they are searching for the reality hit they don’t have, their own American Idol. But too much reality just doesn’t play well with advertisers.”