Wednesday, May 14, 2008

ABC tells you where to advertise: ABC

Lotsa coverage of the upfronts this week. (Its plural when you're talking about the presentations, I guess, and singular when you're talking about the whole marketplace.) At any rate, ABC is trying to bring truer accountability to advertising, launching an Advertising Value Index. According to this Mediaweek story, it works like this: advertiser gives list of marketing objectives to ABC. ABC spits out data where the advertiser should advertise. Where they get the data for this, I've no idea. And guess what? It turns out, according to ABC sales president Mike Shaw, "ABC over-indexes all television in nearly every case, often by a wide margin. ABC delivers the most valuable audience in television." Help! I'm falling off my chair!

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