As Ratings Fall, Networks Take on Ad-Skipping

A very interesting article from Adage on how networks are trying to impose commericals on the next generation of digital platforms - eliminating ad-skipping - countering the way viewers have been accessing television for years now.

The networks are, in effect, attempting to put the toothpaste back in the tube on ad skipping in a bid to reinvent their own business model. Part of this bargain, at least initially, is living with fewer ads, but that could change as the networks look to bring the average revenue per viewer in line with broadcast TV.

"The ad model is going to evolve, and we will see how many ads the consumer is willing to accept. I don't believe those boundaries have been pushed yet," said ABC President-Sales Mike Shaw.

Read full article.

emily | 1:32 PM | Advertising / Marketing |
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